fact & fancy

Fostering Repeat Business

Some stats to think about:

• It costs anywhere from 5 to 8 times more to gain a new customer as opposed to retaining your customers.
• 68% of customers will stop using your services or fail to return if they feel unappreciated.
• Repeat customers spend 33% more than new customers and referrals are 107% higher from these customers
• Research by small business associations show the largest percentage of customers leave because they forget you

Create new “episodes”.  I’m sure you’ve been a loyal follower of a sitcom or drama on the telee.  Why is that?  Why did you go back week after week at a certain hour to tune in to the same characters, similar plots, etc?  You felt “connected” to these characters and plot devolpments right?  How can you get your customers to tune in?  Lets take some pointers from network television

• Be consistant!  Give your customers something to tune into every week.  A new design weekly!
• How about updates on your life as an artist?  Put these in your shop announcment.  Short, sweet, statements that keep your customers connected and wondering what you might be up to next week.
• Weekly blogposts on certain subjects etc. Tuesday Etsy Picks, Wednesday How-To’s, Thursday’s Free Print of the day.  Make sure you link back to your Etsy shop often!
• Be “weird.”  Adding a little bit of intrigue always helps!

Before the sale:

• Make sure you have great policies in order but don’t over promise!
• Keep your item photos and listings as accurate as possible.

Make it personal right away!  Just after a sale be sure to:

• Let your buyer know the item has shipped and provide a tracking number if possible
• Ask them to let you know when the receive the item, and to leave feedback if they are happy!
• Let them know if they have any “questions” (never use the terms “problems” or “issues”)  that you are happy to answer them

Make that package a gift:

• Packaging!  Make sure that package is wrapped up properly.  You want that item to arrive un-jostled!
• Make it fun to open.  A simple ribbon can turn that purchase into a personal gift for the buyer.
• Include a handwritten note.  Be sincere and as personal as possible.  What do you know about the buyer?  At least comment on their location if you have nothing else to go on.
• Make sure they think know are special to you (and they are!)

Ways to follow up

• Feedback!  (Personal feedback, look for clues in your buyers profile, note to seller, or other communications)
• Ask your buyers to sign up for your mailing list and send out questionaires
• Follow up convo
• A “shout” out on your blog or twitter for special sales or return customers
• Customer appreciation specials (buy 6 soaps this year and your 7th soap is free!)
• Chances are, those who have signed up for your mailing lists are past customers.  Send out specials that only those who have signed up will know about.
• Ask your customers for their help getting the word out!  And reward those who do.

Keep your customers in the loop:

• Going on vacation?  Let them know with a mailing list blast, blog post, shop announcement and Etsy’s vacation mode.
• Unvailing a new line?  Let your past buyers in on the secret first!
• Keep a file with those customers who are on your mailing list along with city.  That way if you are doing a show near them you can send out an email!