When it comes to our customers, it’s easy for our attention to gravitate to the small minority who contact us repeatedly: the ones who love to chat about detailing, the ones who have crazy purchasing scenarios (you know, the guy who wants to dropship a gift to his brother-in-law, wants it delivered precisely on January 25th, wants a hand-written card included in it, and wants to pay for his order using 4x $25 VISA gift cards that he received from his step-grandmother for Hanukkah), and the ones who love to complain about anything/everything.
The reality is that this small subset of our customers is not at all indicative of the vast majority who shop with us and rarely contact us. Those are the customers that make our business successful. Without them, we wouldn’t be able to run the business that we run the way that we run it.
One of the ways that we try to say “Thank You” each January is to send all of our best customers from the previous year a $20 gift certificate along with an email thanking them for shopping with us. It’s just a simple way to let them know that we notice how much of their hard-earned money they’ve spent with us, and that we sincerely appreciate it.
Today I sent out this year’s emails. Here’s an example: