I recently saw a question on Linked In where someone was looking for advice on customer communications.  They wanted to know how often they should email their customers.  The reality is that there’s no ‘one size fits all’ when it comes to communicating with customers.

Working out what’s right for you
The good news is that as a business owner you get to decide what’s right.  But it has to be right for you and your customers.  Communication with customers isn’t much different to communicating with friends and family – it’s all about doing what feels right for both parties.  What works for on person may not work for another.

Push the button
So, when do you press the ‘send’ button and put your brand name into a customer’s inbox?  For some companies an eNewsletter can prompt a loyal relationship, using a regular frequency ensures customers know when they will hear from you and, if the content is compelling, possibly even start looking forward to receiving it!  For others it may be concentrated around special offer and sale times.

Using customer events to your advantage
How many of us have decided to step away from what we as a business are doing and instead use events happening in the customer’s life to prompt communications?  I recently received a birthday card from my bank and my gym.  A quick poll around the office showed that many companies are doing the same.  Other examples I’ve seen are emails reminding me that my car insurance quote is due to expire and emails from retailers recommending other products that complement my recent purchase.

Why not take some time to review your customer communications this year and see what really works for you and your customers?

Coming soon:  The best method for customer communications