Savvy marketeers understand the importance of great member relationships, and that they can elicit a valuable emotional attachment to a product or service. But how do you foster these relationships, and keep your members happy? Regular, thoughtful, and personal engagement.
Happy members understand that they’re more than just a membership number, but often achieving this requires time and consideration that is impractical for many larger organisations. Email delivery platforms have made communicating with all your members at once accessible, but impersonal and often ineffective. The average office worker receives 121 emails per day – how are you going to stand out in such a crowded inbox? Direct mail doesn’t require a shouty subject line to get noticed, but still has a high chance of being sent to the trash!
In a digital age, we all seem to have forgotten about one of the oldest forms of communication. Handwriting. Personalised handwritten notes are one of the most effective ways to engage with your members and make them feel valued, but the time investment required often discourages many marketeers.
I met the founders of Scribeless. The product combines the old school with the new school. They use machine learning and artificial intelligence to learn real people’s handwriting and then advanced laser printing to faithfully recreate it at scale. Every note can be personalised to each recipient using their platform, opening the door to practical and personal member engagement, without the monotony and wrist pain of a large handwritten campaign! Handwritten letters are rare but undeniably valued and can cut through the digital advertising noise that we’re all bombarded with every day.
Handwritten letters are almost always opened, and can’t be skim read, so are one of the most effective ways to get your message in front of members. Get the message right and you will boost member engagement, increase renewals, and foster great relationships. Your leads will become loyalists and will start promoting you on your behalf.
If you would like me to send you a letter drop me an email here and I'll show you. I really like it!
Comments