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How to make customers feel important

It’s basic human psychology: Make someone feel important and they’re going to like you.

And, if you’re marketing to that person, they may just buy from you.

We spent the last month breaking down the best marketing emails we could find.

One common trait we found was that many great emails make the reader feel important.

There are many different ways you can do that. Here are some of the best:

  • Show the reader that they’re part of an exclusive group. One email told customers that they were one of the 8% of people who’d keep their New Years’ resolution. That’s a feel-good stat. Discover some of your own and use them.
  • Show the reader that their partner or loved ones appreciate them. More than being appreciated by a brand, people want to be loved by their friends and family. If you can find a way to do this, you’ll earn customers’ respect.
  • Celebrate the reader on birthdays and personal events. It’s a common tactic, but for good reason: sending people personalized emails on their birthdays works. Try throwing in a discount, for good measure.

One tactic to avoid: Don’t ask for a sale immediately after making your reader feel important. For example…

One email from Chili’s read, “You’re the best. And so is this deal.”

Nobody wants to be put on the same level as a run-of-the-mill marketing deal. It feels disingenuous.

Instead, show people that you genuinely care about them before asking them to buy something.

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