"A person's name... is the sweetest sound... in any language." David Carnegie

I have a handful of beloved restaurants that I always recommend to friends who are looking for a nice place to have an unforgettable moment. I don’t choose them only for the food: I love those places because they know me and they know what I like. I love to go there because they make me feel really special.

A few examples? Alex and his team at Satay Brothers welcome me by my name. They know I’ll order their irresistible Laksa soup, and, as gentlemen, they patiently wait to see if I’ll fall for their pork buns.

Laksa The wonderful team at Satay Brothersbuns

Laksa soup, The team at Satay Brothers & Pork buns

Park Restaurant, where every plate is an artwork, the wonderful sommelier Rachel always take a few minutes to chat with us and give us the best advice from her sake card, remembering what we had last time we came by, and what is going to please us now. And this, despite the fact that you we don’t go there every week, unfortunately.

Customizing your emails will help your customers feel like VIPs:

  • Take the time to ask for their name to use it in your newsletter
  • Send them a voucher for a free gift at their birthday (thanks Starbucks!)
  • Ask them a little more about their interests. You can then add fields in your database in order to send them more targeted emails
  • Look at the links they clicked in previous emails to follow-up with specific targeted content

By customizing your emails and sending newsletters that are more targeted to the interests your subscribers have told you about, you will contribute on building this precious relationship with your clients. They will feel more comfortable to talk to you if there is something wrong with your product or service. Even better, they might be more willing to spread your name when someone is looking for a product or service you are offering.

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Author Isabel Lapointe

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