Thank You Card

My girlfriend (a social worker) recently rescued a kitten from a client’s condemned home, so we had to take her to a veterinary clinic to get cleaned and up to date on her shots. It was our first time at this particular clinic, but it was definitely friendly and hospitable.

About a week after our appointment, I checked my mail and received this card:

Image of a Thank You card

Image of the opened Thank You card

The doctor and staff at the clinic hand-signed a thank you card after visiting them for the first time. This immediately put a smile on my face and I still have the card at home.

Although this is a physical card, the same approach can be taken on your website or with your email campaigns. Thanking someone for their patronage may seem like a fruitless task, but guess what? My girlfriend and I are most certainly taking our two cats to this veterinary clinic again in the future. There’s a clinic 2 minutes away from our home that specializes in treating cats, but we don’t mind driving the extra 10 minutes to the clinic that sent us this card.

Your customers will return to your site too if they feel valued.

So, That Was Fast

On December 3rd I wrote a post titled Screw Automation. Interesting update on that. Chris (a long time reader) didn’t just agree with the post it’s how he is already running his email marketing. Chris sends out personalized emails. Granted, this is hard to scale but that’s precisely why Chris’ emails perform so well.

Chris was kind enough to let me share an example of his email and … performance metrics!

Email example:

Performance metrics: 24 hours after sending email above 44.6% open rate and 11% clickthrough rate (percentage of people who opened the email and clicked a link in the email). I don’t need to know industry averages to know this amazing.

Have You Complimented Your Top Customers Lately?

Got this email from Google Maps. I felt great. Flattery works:

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Have you considered sending a flattering email to your top customers? You don’t have to give a discount, the email could simply be a personal “we appreciate you” note.

People remember unexpected kind gestures way longer than coupon codes.

Also, don’t just contact top customers. You can get creative. For example:

— You may have a customer who placed the one and only order from a particular city.
— Or you might have a customer who is the first buyer of a particular item.
— Or you might have a customer who had the longest gap between their first and second purchase.

Everyone is #1 in a specific way. For example, I’m the World’s best India-born, Michigan-based conversion strategist.

My Mean Boss Wants You to Know About this Sale has done a great job with their email marketing. Check out what they emailed me (the subject line read “My Mean Boss wants you to know about this sale”):


Instead of your typical marketing speak, Moosejaw uses the Likability tactic by adding humor to their messaging, and as a result, their potential customer is now aware of a “big sale”. They might even feel inclined to visit and see what that big sale is all about.

If Moosejaw had gone with a more conventional approach, chances are that the email’s receivers wouldn’t have even read their messaging. The lesson? Show your personality, even in your email marketing. People buy from people they like.

Everyone Likes a Robin Hood

I recently came across—a site dedicated to finding the lowest ticket prices for flights. This site uses a number of conversion tactics and it uses them well. From the screenshot below alone you can see Personality (Likability), Clairvoyance (Serendipity), Confidence (Assurance), and Credibility (Assurance):


What is perhaps more prominent and the most successful is this use of Likability. is so likable because they are taking advantage of our association of airlines with aggravatingly high prices. is, in a sense, a Robin Hood site as it “exposes loopholes in airfare pricing” at the expense of large airlines. They’ve positioned themselves this way with their subheading: “Our flights are so cheap, United sued us… but we won.” People love to root for the underdog, especially when the underdog’s best interests are their best interests. It’s no mystery that has had over 1 million visitors in a month. United doesn’t need to be reminded.

All companies should show their authentic self, and the results can be measured. I know it sounds risky.

What if my buyers don’t like my quirky side?

Valid concern. So run an A/B test on a high traffic site landing page (landing page because that’s where new people see you for the first time). On this page show people what you’ve always wanted to say but been scared to. If you’re really nervous set the test to 10% of incoming traffic. You may just discover shoppers like your authentic self way more.

What radical (but mission aligned) idea would you test on your landing page?

If the Survey Request Sucks No One Will Participate

After a recent visit with a local ophthalmologist, I received this Voice of the Customer survey request:


I doubt this survey request was successful for a number of reasons. The heading has no personality and it is visually bland. If any patients decided to continue reading, they would have been met with similar copy that provides no incentive for completing the survey. Next time, L.O. Eye Care should try something more like this:


Notice how the doctor’s image is used in the heading. This is an example of the Novelty tactic because the image of someone the reader knows is unexpected and increases the likelihood that they’ll stop to read the email. Another thing that’s great about this heading is that it is personalized for the receiver. Lastly, the email’s body provides an incentive for the reader to complete the survey—complete the survey and L.O. Eye Care will “create better experiences for you in the future.” Overall, this version of the email incorporates the Likability tactic much more than the control, which in combination with the Novelty tactic can contribute to more patients completing the survey.

The lesson? If you want more Voice of the Customer data, show your customers that you care. Don’t make survey requests seem like a chore for you or the customer.