Listen, we both know the cost of your email and ad programs is going up and performance is coming down. So why not put more effort into a channel where competition is decreasing while performance is increasing?
Digital-first eCommerce isn't the way to go, and standing out these days requires more than emails and ads. Handwritten direct mail—especially when automated through Shopify apps like WinBack.io—offers a unique, personal touch that can significantly boost customer retention and recovery.
This article explores the most effective Shopify customer segments to target with handwritten notes and how to integrate this strategy into your retention marketing efforts.
Why Handwritten Direct Mail Works in eCommerce
Because it is cheaper than your other retention channels, has measurable ROI, and increases brand loyalty in a way that feels personal to your customers. Handwritten notes cut through the digital noise, offering a tangible and personal connection that digital communications often lack. According to Shopify, adding unexpected extras like a handwritten thank-you note can enhance the customer service experience and encourage repeat purchases .
Top Shopify Audiences for Handwritten Direct Mail
1. First-Time Buyers
Welcoming new customers with a handwritten thank-you note can set the tone for a lasting relationship. If done well, this personal touch can increase the likelihood of repeat purchases and foster brand loyalty.
2. High-Value Customers
Identifying and appreciating your top spenders with personalized notes can reinforce their value to your business. Is a particular person sending you big business regularly? Thank them for it. Show them your brand has real people behind it.
3. Ex-Best Customers
Re-engaging customers who haven't purchased in a while with a heartfelt note can rekindle their interest, especially if they used to purchase from you regularly. A personalized message can remind them of your brand's value and prompt them to return.
4. Cart Abandoners
Following up with customers who left items in their cart using a handwritten note can recover potentially lost sales. This approach adds a personal touch that automated emails may lack.
5. Customers with Negative Experiences
Addressing complaints or issues with a sincere, handwritten apology can turn a negative experience into a positive one. This effort demonstrates your commitment to customer satisfaction.
Implementing Handwritten Direct Mail in Shopify
Automate with Apps
Tools like Scribeless and IgnitePOST integrate with Shopify, allowing you to send automated handwritten notes triggered by specific customer actions, such as purchases or cart abandonment. These apps make it easy to scale personalized communication without manual effort.
Personalize Your Messages
Ensure each note includes the customer's name and references their specific interaction with your brand. Personalization increases the impact and effectiveness of your message.
Track and Measure
Incorporate unique QR codes or personalized URLs in your notes to track engagement and measure the ROI of your direct mail campaigns. This data can inform future marketing strategies.
FAQs
Q1: How can I identify high-value customers in Shopify?
Use Shopify's customer segmentation tools to filter customers based on purchase frequency and total spend.
Q2: Are handwritten notes scalable for large customer bases?
Yes, apps like WinBack.io automate the process, making it feasible to send personalized notes at scale.
Q3: What should I include in a handwritten note to a lapsed customer?
Mention that you've noticed their absence, express that you value their patronage, and perhaps offer an incentive to return.
Q4: How do I measure the success of handwritten direct mail campaigns?
Track metrics such as return purchase rates, customer feedback, and engagement with included QR codes or URLs.
Q5: Can handwritten notes help recover abandoned carts?
Yes, sending a personalized note can remind customers of their pending purchase and encourage them to complete the transaction.