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5 tips to help you cultivate brand loyalty


Acquiring new customers is important to any business, but customer loyalty is what makes leading brands so successful. It is vital to nurture customers even after they have purchased a product or service, as developing a lasting relationship ensures more custom in future and encourages loyal patrons to spread the word about how great your brand really is.


Here are our top tips for turning casual customers into faithful fans, developing your brand along the way.


Create personalised messages

To effectively reach your target audience, share news and content that is useful and relatable to them. Use your contacts database to make sure all direct mail and marketing is personalised as well as applicable to your customers’ interests and needs. This makes your customer feel acknowledged and recognised as an individual, which is a vital starting point for building brand loyalty.


To create personalised messages that are truly valuable to the customer, establish an opt-in data policy to give consumers full control over the information they share. This provides you with useful data such as customer preferences while ensuring your brand is one that customers trust. Using the data acquired you can personalise messages by only sending offers and advertisements that are applicable to the individual customer. Make it clear that you understand and value your customers’ needs and they will value your brand in return.


1) Offer rewards

Existing customers are more likely to remain loyal to your brand if they are offered rewards for their continued custom. Consumers feel undervalued if the best offers are constantly provided to new customers only and a brand can quickly lose loyalty if they appear to have forgotten about existing clients.


Provide additional rewards on a customer’s birthday to show you care, or offer personalised rewards based on an individual’s preferences and purchase history. Rewarding customers by offering them deals on products they are interested in creates a more memorable experience and makes customers more committed to your brand. A voucher drop to customer postcodes is a quick and easy way to show that you care.


2) Provide meaningful content

As well as sending personalised rewards, your brand can go further by ensuring all communication is meaningful and produced with your customers in mind. Think about what your target audience likes and might engage with – perhaps it’s humour, or how-to guides. Don’t be afraid to get creative and consider what you’d want to read if you were the customer. All meaningful content makes your brand more memorable and boosts customer loyalty.


3) Encourage positive reviews

Positive reviews of your brand are a valuable tool for attracting new customers, so you’ll be glad to hear that acquiring them is also a great way of generating brand loyalty. Asking your customers what they think lets them know you value their opinion and will act on their feedback, and you can also reward those who provide testimonials or refer business to you. Encourage your happy customers to share their experiences online, offering a gift incentive in return.


4) Use a variety of marketing methods

Even loyal customers can tire of a brand when receiving the same constant communications from them. Email marketing is a great technique and is especially successful when providing customers with tailored suggestions, but you can boost loyalty further by surprising and delighting existing clients via other methods.


Direct mail campaigns encourage customers to give your marketing material their full attention and are a fresh way of making your brand more memorable. Print marketing can be used to provide offer codes to customers as well as newsletters containing company updates and new products. Through direct mail, print marketing can also be personalised to make clients feel valued.


For help with your next print marketing campaign, contact the team at London Letterbox Marketing on 020 7193 2841 or contact us here.

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