The Last Branding Touch Point: How To Make The Most Of It
There are many benefits to selling on Etsy. One of them is the opportunity for great personal interaction with your customers which can leave a great impression and increases the chance that they will think of your store for future purchases.
I do think that the buyer of handmade products expects a higher level of personalized interaction/service than the average consumer, it is part of the mystique and draw to this type of purchase.
I have made many purchases on Etsy and the level of engagement has ranged to no contact at all to very friendly interaction. I find that with no contact at all, particularly if it is a larger purchase, I tend to wonder if the seller has actually received the order. It is a welcome courtesy to receive a brief acknowledgement. That goes a long way.
Below is a great engagement plan that shouldn’t take too much time:
1. Upon seller confirmation of purchase, it is great to send a quick email that thanks they buyer for the purchase along with an estimate of when you will ship the item out. Even if you have stated normal production and ship times in your shop and or the item description, it is good practice to confirm this so the buyer is sure what to expect.
2. When you do ship the purchase, it is nice to send a quick email that lets the customer know that their purchase has been shipped.
It is nice to add a small branding touch with the shipment. I have received everything from beautifully wrapped packages with decorative papers, ribbons and accent materials to an item that was shoved in a previously used package with no indication of who it was from other than on the shipper itself. The latter example left me with a pretty poor impression of the seller with little inclination to purchase from them again.
Sellers shouldn’t think they have to go overboard with decorative packaging materials. Simple packaging is ideal, something that can be replicated consistently over time. It is great to have some type of brand identifier on the inner package: it can be a branded stamp, a hand-written note card or a business card.
On the topic of business cards and how many to include, I personally think 1 card is enough. The number of people who actually take to the time to distribute your business cards to their friends is pretty low, so you are likely wasting your resources including multiples. I am sure there are those who will argue that it is better to be safe than sorry and include more, but the reality is people just don’t often go to the trouble.
A simple, well thought out package will leave a great impression and hopefully will encourage a lasting relationship with your clientele. Ultimately, these last few details can mean the difference between the customer remembering you and making another future purchase, so it is worthwhile to make those extra few moments to encourage the best result.