The Retention Strategy Hidden in Handwritten Notes

Handwritten thank you notes can significantly impact customer loyalty and spending. Research from the Journal of Interactive Marketing (July 2022) found that customers who received a handwritten note spent twice as much as those who did not receive one. This simple yet effective gesture strengthens the connection between businesses and their customers.

The Impact of Handwritten Notes on Spending

A study conducted with a South Korean online beauty retailer tested different types of thank you notes on 1,232 customers and tracked their future spending.

The results were clear:

• Customers who received no note spent $25.97 on average.

• Those who received a photocopy of a handwritten note spent $52.07, more than double the amount.

• Those who received an original handwritten note spent a similar amount to those who received a photocopy.

• A machine-printed note had no effect and performed similarly to receiving no note at all.

Why Handwritten Notes Work

Handwritten notes create a sense of personal connection, even when mass-produced. The study showed that a photocopy of a handwritten note was just as effective as an original, meaning businesses can scale this approach without significant additional effort.

The effectiveness of handwritten notes can be attributed to:

• Personalization Perception: Even when not personalized, a handwritten-style note feels more genuine.

• Human Touch: Customers appreciate effort, even if the note is a photocopy.

• Memorability: Unlike a printed receipt or email, a handwritten note stands out.

Implementing Handwritten Notes in Business

Businesses can apply this strategy with minimal effort. Instead of writing each note individually, companies can:

1. Write a single thank you note with a warm, appreciative message or use a handwriting font.

2. Photocopy the note and include it with every order.

3. Optionally, sign the photocopied notes by hand to add another layer of authenticity.

A similar technique has been effective for Lemlist in scaling their SaaS business. Instead of handwritten notes, they used Loom videos in their cold emails, recording personalized messages while scrolling through the recipient's website.

This simple approach requires little time but has a substantial impact. Jesse Itzler swears by it.

By including a handwritten-style note in each order, businesses can increase repeat purchases and strengthen brand loyalty without significant investment.

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