What is relationship marketing? 7 practical examples

Attracting new customers is important, but continuing to pay attention to existing customers is just as valuable. Relationship marketing is therefore not just about sales, but above all about building and maintaining strong customer relationships. By communicating in a personalised and relevant way at the right moments, you increase the likelihood that customers will return and remember your organisation.

What exactly is relationship marketing?

Relationship marketing is a form of marketing that focuses on the relationship with the customer. The aim is not a single, one-off sale, but a long-term partnership. Personal attention, relevant communication and good service play a key role in this. It can be used both online and offline. Examples include emails, loyalty schemes, personalised offers, events and direct mail.

• Send a personal thank-you note

A a thank-you note Following an order or a collaboration is a simple yet effective opportunity to get in touch. A personalised card or a small token of appreciation shows that you value the customer.

• Pay attention to anniversaries

Has a customer been with us for five or ten years? Or has the company itself been in existence for a certain number of years? A anniversary provides a natural opportunity to give the relationship some extra attention.

• Surprises without a sales pitch

Not every point of contact needs to be directly about sales. In fact, it is often an unexpected card, small gift or message that can leave a positive impression.

• Let your loyal customers know first

Are you introducing a new product, service or concept? In that case, why not give existing customers priority access, for example, or send them a sneak preview?

• Organise a customer day or event

A relationship event is a good way to to strengthen personal contact. An eye-catching invitation sent out in advance can help to draw extra attention to the event.

• Make the most of special moments

Public holidays, end of the year or other relevant occasions provide an opportunity for personal contact. By sending an appropriate message, you show that you’re thinking of the customer.

• Use direct mail to give customers personalised attention

Direct mail brings relationship marketing to life. Think of an eye-catching card, a pop-up mailing or printed packaging. By personalising the message, you create a point of contact that feels different from a standard email.

Relationship marketing is all about attention

Relationship marketing doesn’t have to be complicated. It’s mainly about showing genuine and relevant attention at the moments that matter. It is precisely by regularly surprising existing customers in a positive way that you build a strong relationship, step by step.

Would you like to strengthen your customer relationships with eye-catching direct mail? LocoMail is happy to help you create a mailing that suits your target audience, message and timing.