The business relationship is based on trust and trust grows from getting to know a person. Once you establish that trust, most likely, a loyal customer is born. It is important to acknowledge and reward that loyalty, the loyalty that keeps you in business. A loyalty program might be just the tool you need to keep, and garner, business.

Airlines and hotel loyalty clubs have become commonplace. Why not mold this idea to fit your particular business and clientele? I recently read an article regarding receiving promotional items, coupons, etc. that were in no way geared to the customer’s buying habits. Why not? The information is available regarding what each customer usually purchases. Use this information to customize coupons, discounts, promotions, etc. that are germane to each customer.

Look back at customer data and see what is most often purchased. Customize emails in your Email ResponderPro to be sent to all the customers that usually buy a specific item with a coupon for that item. Do this for all the commonly purchased products and send to the customers who use these. Make it “worth it” for the customer to open that email and call or come in. If a customer is loyal, they deserve to be awarded appropriately, not spammed. Give back to them. Take the time to acknowledge and appreciate their trust and business by showing that you really pay attention to them and their buying habits.

Dear *Customer*

For many years now you have been a trusted and loyal customer. I know that *product* is useful to your business and you often buy *product* both in-store and online. I appreciate your business and I hope that you will take advantage of the coupon below on your next purchase. Thank you.

*The Boss*

(Coupon for product)