In a recent national consumer attitude study by Hallmark Business Expressions, 66 percent of respondents indicated a greeting card sent to show appreciation for a purchase or referral makes them more likely to do future business with the sender. For insurance agents, taking a few moments to choose a card, write a quick note and send it to a client can make a big impression and increase customer loyalty.
Greeting cards help agents stay not just top-of-mind, but first in the minds of their clients. And, when an agent is first-in-mind, that makes referrals all the more likely. Here are three tips for incorporating a greeting card program to build client loyalty.
1. Be relevant.
Whether it's a birthday wish or simply, "Thanks for your business," choose cards with business-appropriate sentiments.
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2. Make it personal.
Take a moment to personalize the card with a quick message to the client. Thank him for a recent purchase or referral. Tell her you appreciate her continued business. Clients appreciate the sincerity and are impressed someone took the time to hand-write a note.
3. Make every day a special occasion.
Birthdays and holidays are a natural time to send cards. But sending a card on a regular Tuesday can impress clients, too. A card and personal message at an unexpected time will demonstrate the agent's personal commitment and desire to build a relationship with the client. Plus, a card sent on a regular day will stand out from the many cards clients receive during the holidays.
Loyal clients, especially those who will refer an agent's service to friends or family members, are valuable. With a few moments, and for the price of a card and a stamp, agents can build client loyalty – and their business.
Marc Wagenheim is product marketing director for Hallmark Business Expressions. Hallmark Business Expressions helps businesses cultivate relationships using greeting cards to communicate with key clients, prospects and employees. He is responsible for developing new products and overseeing marketing initiatives for the company's broad range of business greeting cards.
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