ICS Magazine

Keep Your Clients Coming Back Again and Again

May 21, 2009

“Who was that carpet cleaner we hired last year? What was his company's name?”

This may come as a shock to you, but most of your clients don't remember who you are. It doesn't matter how thrilled they were with the job you did, they just can't remember you.



“Who was that carpet cleaner we hired last year? What was his company's name?”

This may come as a shock to you, but most of your clients don't remember who you are. It doesn't matter how thrilled they were with the job you did, they just can't remember you.

A small percentage of your clients may keep your business card or brochure. If you leave a nifty fridge magnet or bottle of spot remover, it aids in helping them remember. But out of the few who remember, many will lose the keepsakes you left.

Sending your clients something in their physical mailbox is the best way to keep your clients. Brochures, leave-behind spotters, magnets-they all work. But nothing replaces a good old-fashioned piece of mail in the mailbox. What about email newsletters?
They work great. I'm one of the biggest advocates in the cleaning industry for Internet marketing. But I gotta let you know email does not replace a physical mailing. You should be doing both. Many of your clients don't have access to email or don't check their email regularly.

How often do you receive something in your mailbox from a local company you do business with? Not too often. Personally, I get something in the mail only a few times a year. So just the fact that you take the time to mail your clients something helps you stand out from your competition.

How often should you mail? At least every other month. But every month would be ideal. Consider mailing clients who haven't used you in over a year a special mail-out stating you miss cleaning for them.

Personalization is the Key
Even if you use an already done for you newsletter, make sure you add personalization. Your clients want to do business with a real person.

They want to know who you are. They want to know what is going on in your business. Adding personalization in your newsletter will give you customers for life.

Below is a list of things you can include to help your clients get to know you.
  • Stories of your employees (certifications, new babies, etc)
  • Stories of recent jobs (extraordinary commercial or water damage job)
  • Stories of you (vacations, hobbies, etc)
  • Stories of your family, kids, dog, etc
  • Spot removal tips you personally have found effective
  • Spotlight one of your services (tile, grout sealing, fabric protection, etc)
  • Spotlight one of the key benefits of your service (fast drying, health, etc)
Your first thought may be that your clients don't want to read about you. However, the biggest responses I've ever received from my newsletter have been when I've mentioned personal stuff going on in my life or in my company.

What Should You Send?
A healthy variety is good. It would be a good idea to send postcards of various sizes. On occasion, mail a tri-folded self mailer. But know the U.S. Postal Service has recently required tabbing on bulk-mailed self mailers. The problem with tabbing is it makes it more difficult for your mailer to get opened. Oversized postcards with newsletter content may be the wiser choice.

Whatever you decide, mail something! Include at least a tidbit of personalization in every newsletter you do. You'll see an increase in customer loyalty and money in your bank account.