A couple months back, I was working with a client to 1) launch a new website and 2) deploy an announcement email to the client's database promoting the new site.
The site launched on-time and on-budget. And shortly after, the email deployed with impressive open and click-through rates.
I was satisfied, I'd done my job, I'd met the milestones outlined at the beginning of the project, and I fulfilled all my promises as pitched.
But that same day, I received an email from the firm's president. Here's an excerpt:
I wanted to thank you and your team for the outstanding job you have done re-launching the web site.That certainly wasn't expected; nor do I think it was warranted. I'd done the job I promised I would. But receiving the note was more than flattering.
We have already been receiving many positive comments back from our clients within the first few hours of the launch.
Again Ryan, thanks for the great job.
What the "thank you" brings to a project
Gary Vee wrote an entire book about the power of the "thank you" and how companies large and small can regain that one-to-one engagement with their customers.
But the "thank you" is equally powerful for internal teams; I've seen it myself.
It's one thing to get a paycheck, but sometimes, team members simply want to be valued and recognized for their hard work, committment, and sacrifices. And saying thanks almost instantly turns somebody from being disgruntled to feeling valued and content.
It's the easiest way to tell your team that you recognize their contribution and they're not taken for granted. You may be thinking exactly that, but unless it's expressed one way or another, tempers will flare.
Yet, delivering the easiest of "thank you's", fills the team member's encouragement tank again, giving them that extra boost to work harder and smarter on new work.
What makes a good "thank you"
Anybody can say thank you. Growing up, my parents tought me to do exactly that after Christmas and my birthday.
"Dear < gift giver >, thank you for < gift >, it's exactly what I wanted and I've already used it."
So what makes one "thank you" better than another? Consider adding these features to your next thank you note:
Handwrite it
Anybody can copy and paste or used a canned response in a digital thank you note. Prep your desk with a selection of notecards, envelopes and postage, and take three minutes to tell somebody you appreciate them.
Not expected
We normally say "thanks" after a big event, something noticeable and worthy. And the recipients (most of the time) expect to be thanked. So find the small things -- the items you likely take for granted -- and be thankful for those too.
Be explicit
It's one thing to say "thanks," but it may mean more if you say why. What resulted from the action you're thankful for? New business, additional revenue, less stress, learning opportunities?
Pave the way
Wrap up the note with future plans. "Now that we've done X, I can't wait to get started on Y... With the excitement around our launch, we're all excited to A, B, and C..." This tells the recipient that not only did they do a good job, but they played an important role in moving forward too. Or, take a minute to invite the recipient to play a part themselves in the project moving forward. After all, who wouldn't want to be hired again?
New places you can say "thanks"
In my example above, the email was a surprise; the end result was one of delight. And that's what made it work so effectively -- surprise and delight.
As a photographer, maybe you order an extra print from a recent photo session and mail it off to your clients with a handwritten thank you note.
As an online retailer, perhaps you include a free sample of a product that's similar to the one ordered, along with a handwritten note that says you thought your customer might like to try this too.
One of the ways I say thanks to the folks who buy my book is by sending them free updates three or four times a year so Smart Marketing remains relevant -- regardless of when it was purchased.
Receiving these updates doesn't come as a surprise to my readers. Frankly, it was part of my marketing campaign. But it's unconventional, the offering itself was a surprise, it was something different.
Are you thankful?
Do you use thank you notes in your marketing strategy? Maybe you've found other innovative ways of using them.
If so, leave a comment below and tell us what you've learned.
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