How to Engage and Retain Your Best Clients

For 15 years, the responses to Impagination’s Great Greeting™ Survey present a clear message: if you want to engage and retain clients, a physical form of appreciation wins hands down over electronic communication.

SURVEY HIGHLIGHTS

• 89% of respondents indicate their favorite greeting was a physical piece that arrived by mail, up from 83% last year.
• 13% of survey respondents choose to send their seasonal greetings by both mail and email.
• 26% of respondents prefer to receive a seasonal greeting that combines physical and digital elements.
• 65% simply prefer to receive mailed greetings, up from 58% last year.

While physical greetings may be more expensive than electronic or digital options, respondents’ clear preference for them is solid justification for including them in your client appreciation budget and planning. 63% showed their favorite greeting to others, and 72% kept their favorite. This high level of retention and pass-along demonstrates how tangible communication pays dividends with your clients – dividends that extend to all elements of your branding and marketing.

WHAT’S NEW
For the first time, we asked if greetings sent by social media made an impact on recipients. While 2% of respondents sent their greetings this way, 0% preferred to receive a greeting via social media, and 0% reported that this method was their favorite.

While 49% sent their greeting by mail and 23% sent by email this year, only 13% of respondents sent both mailed and electronic greetings this year, down from 20% last year. Respondents’ preference for receiving both a physical and electronic piece is notably down from 35% last year to 26% this year.

Personalized hand-written notes continue to be highly appreciated. Greetings with unique formats or features like glitter or texture, photos, hand-made greetings or ones with movement were noted as special, delivering impact and lasting positive feelings. Adding edible treats, branded gifts or calendars as appreciation were memorable favorites with respondents, in contrast to the lack of "heart" perceived in and limited engagement with electronic greetings.

Regardless of the season or occasion, how will you show appreciation to your best relationships? What time of year works best for your business? What will make an unforgettable impression and reinforce your brand? We are here to help.

For 30 years, we have been assisting our clients to convert raving fans into referrals and new business. If you want to engage your best clients and find more great clients, contact me, Laural Carr, at 416.538.3330 or 1.877.538.3330.

© 2017 Impagination Inc.