Often, entrepreneurs focus on attracting new customers, forgetting that repeat sales can be the foundation of stable income. Statistics show that selling to an existing customer is significantly easier and cheaper than acquiring a new one. The cost of acquiring new customers is usually several times higher than the cost of repeat sales, while existing customers already have a positive experience and trust in your brand.  

Repeat sales: the key to loyalty and stable income  

Customers who have already made a purchase are familiar with your product or service, which creates the conditions for quicker decision-making on repeat purchases. Existing clients tend to be more loyal since they know your quality standards and are satisfied with the results. With the right communication approach, you can not only enhance customer loyalty but also encourage them to make more frequent purchases, turning them into regular customers.  

The economic advantage of communication with existing clients  

In addition to increasing loyalty, repeat sales allow for significant savings on marketing costs. Generally, retaining a client can cost up to 5 times less than attracting a new one. Moreover, regular customers are more inclined to buy premium products or additional services. This opens new opportunities for business, increasing the average purchase value and creating an additional revenue stream.  

Building trust through communication  

However, to successfully implement this strategy, it is crucial to establish proper communication. It should not be an intrusive product or service push, but rather a thoughtful approach based on building trust and interaction. Reminders should be appropriate, personalized, and timely. Well-organized communication helps customers feel important, and your message — valuable.  

The dependence of communication strategy on the type of products and services  

It’s also important to consider the specifics of your business. In some cases, products or services have a cyclical nature (e.g., pet food or household chemicals), allowing you to predict when the client might need your product again. For products and services that are ordered spontaneously, communication should be more subtle — this could be an offer of new collections or special promotions that encourage the next purchase.  

Overall, smart use of communication strategies enables you to boost customer loyalty, reduce the costs of acquiring new buyers, and ensure a stable income for your business. Building customer loyalty is a key strategy for increasing sales.  

The advantages of the right approach to communication  

Communication with clients is an important tool for building trust and increasing the number of repeat purchases. A well-thought-out communication strategy not only helps retain clients but also ensures a stable revenue stream.  

Reminding clients about your brand as an element of building loyalty

After the first purchase, many clients may forget about your brand or be distracted by other market offers. This is where the importance of reminders comes into play. Regular communication allows you to remind clients about your products or services without being pushy. This approach creates the impression of a constant brand presence in the client’s life, helping to reinforce the idea that you care about their needs.

Strengthening trust through personalized messages

One of the key advantages of an effective communication strategy is the ability to send personalized messages. Today’s clients value individual attention, and brands that can provide personalized offers gain more trust and loyalty. Messages that take into account client interests, previous purchases, or even seasonal needs appear much more attractive and increase the chances of a repeat sale.

Maintaining balance: how not to be intrusive

Although regular contact is important, too much activity can have the opposite effect. Intrusive messages or frequent calls often irritate clients, leading to a loss of loyalty. Therefore, it’s essential to find a balance between maintaining contact and avoiding intrusiveness. The best tools for this are email newsletters or SMS messages that clients can read at their convenience without feeling the need to respond immediately. This allows clients to feel free in choosing when to react and forms a positive impression of your brand.

The role of emotions in communication

Reminding clients about your brand isn’t just about offering products and services. It’s important to consider the emotional aspect of communication. Holiday greetings, birthday wishes, or personalized promotional offers can create an emotional connection with the client. This helps strengthen trust and shows that your brand cares about its customers. Proper communication contributes to building customer loyalty.

A well-structured communication strategy helps not only stimulate sales but also build long-term relationships with clients, ensuring their comfort and trust in your brand. Additionally, repeat sales help businesses achieve stable income while securing customer loyalty. It’s worth remembering that emotional connections with clients are an essential element in building loyalty.

Customer segmentation and personalized offers

The success of a communication strategy largely depends on how well you understand your customers' needs. Since every customer has their preferences, it is important to use segmentation to communicate effectively and offer products or services that meet the specific interests of each segment.

What is customer segmentation?  

Segmentation is the process of dividing customers into groups based on certain criteria, such as age, geography, previous purchases, interests, purchase frequency, and more. Segmenting allows you to gain a deeper understanding of different customer groups and provide them with the products or services they are most interested in.

Why is customer segmentation important?  

Without segmentation, you risk sending mass messages that do not address the specific needs or interests of your customers. As a result, this may lead to a loss of attention or even negative attitudes toward your brand. For instance, customers who regularly purchase a particular product are more interested in receiving reminders to replenish their stock or notifications about new deals, while others may prefer exclusive offers on new items. Segmentation helps distribute messages correctly and increase their effectiveness.

How to segment your audience properly  

Depending on your business specifics, there are different approaches to segmentation. The most common criteria include:

• Geographic segmentation — dividing customers by location, allowing you to consider local specifics.

• Demographic segmentation — based on age, gender, income, or other demographic factors.

• Behavioral segmentation — based on previous purchases, order frequency, or engagement with your brand.

• Psychographic segmentation — considering customers' values, lifestyle, and interests.

Personalized messages: the path to loyalty  

After segmentation, it is essential to create personalized offers for each customer group. Personalization goes beyond addressing customers by name. It also involves offering products or services based on their previous purchases and interests. For example, if a customer regularly buys household goods or pet food, you can send them reminders to restock. For other customers, you can offer promotional deals on products that match their preferences.

CRM systems as a tool for segmentation and communication

To effectively segment customers and tailor personalized messages, it is worth using CRM systems (Customer Relationship Management systems). These systems allow you to store information about each customer, including their previous purchases, preferences, and even the frequency of their orders. CRMs also automate the segmentation process, enabling more efficient marketing campaign planning and ensuring a personalized approach to each customer.

Effective marketing campaigns through segmentation

Customer segmentation allows you to create effective marketing campaigns where each message is tailored to the recipient’s interests. This increases the chances of engaging customers in repeat purchases and fosters loyalty to your brand.

Segment of products and services that require regular reminders  

Not all products and services are consumed by customers just once. Some products have a clearly defined usage period or run out over time, giving businesses a great opportunity to remind customers about them. Timely reminders about the need to replenish supplies or update services not only help stimulate repeat purchases but also build long-term relationships with the customer, increasing their loyalty.

Products with a usage period  

Some products require regular renewal, and here it is important to remind the customer in advance that their supplies may be running low. Examples of such products include:

• Pet food — customers regularly buy food for their pets, and reminders at certain intervals will help them avoid missing the time for their next purchase.

• Household chemicals — cleaning products, detergents, and other household items run out quickly. Sending a personalized reminder about the possibility of reordering will make the customer's life more convenient.

• Diffusers, candles, and home fragrances — these products lose their effectiveness or run out after a certain period. Offering new scents or special deals for replenishment can be a great reason for a repeat purchase.

Services with regular maintenance  

In addition to products, there are also many services that require regular updates or procedures. Here are some examples:

• Car service — regular vehicle maintenance (oil changes, filter replacements, brake checks) is important for every car owner. A reminder about the time for service will help the customer keep their car in good condition.

• Cosmetic services — customers regularly use services like manicures, pedicures, hair removal, massages, or skincare. Timely reminders about the next visit help maintain constant contact with the customer and ensure their return.

• Dentistry — regular dental check-ups and cleanings, as well as treatment or prevention of caries, are important procedures that clients may forget due to their daily routine. A reminder about the next check-up not only improves patients’ health but also builds loyalty to your medical practice.

• Medical check-ups — regular health examinations are an important part of self-care. Offering reminders about scheduled check-ups or new medical programs helps keep customers in touch with your facility.

How to organize reminders  

For such services, it's essential to consider the individual needs of each client. Not every client requires the same frequency of reminders. For example, customers seeking cosmetic services may need reminders every month, while for medical check-ups, one reminder per year is sufficient. Using CRM systems helps set up personalized schedules for reminders and ensures the appropriate frequency of communication.

Engaging customers through personalized messages  

Personalized messages not only remind the customer about the need to update products or complete a service but also create a sense of care. With proper organization of reminders, clients will know that you remember them and care about their needs, which helps establish long-term and trusting relationships.

Reminders for repeat purchases  

For certain categories of products and services, it's important not only to remind customers to regularly restock supplies but also to use reminder strategies for products that might be purchased spontaneously or from time to time. It’s crucial to understand that the approach to reminders may vary depending on the product type or the customer's needs.

Small home items and seasonal products  

There are many products that customers don’t buy often, but they are still important for home comfort. These include:

1. Home decor items — customers frequently purchase decor pieces like pillows, candles, rugs, vases, etc. After a few months, when new collections become available, you can remind them of the opportunity to update their interior with new products.

2. Seasonal products — certain products are only relevant during specific times of the year, like winter decorations, summer garden tools, or outdoor gear. Reminders about the season's arrival and special offers can encourage customers to make a repeat purchase.

How and when to remind?  

For products without a clearly defined consumption period, it's important to choose the right time for reminders. For example:

• For seasonal products, the ideal time would be at the beginning or middle of the season when customers start thinking about updating their supplies or purchasing new items.

• For home or decor items, you can send reminders every few months, highlighting new arrivals or special offers.

Advantages of written communication  

In many cases, it's best to use written communication — this can include email newsletters or SMS messages. The advantage of such messages is that the customer can review them at their convenience without feeling pressured. Phone calls might cause discomfort or give the impression of intrusiveness, whereas written reminders allow the customer to choose when to respond.

Subscription to newsletters  

If a customer is willing to subscribe to a newsletter, this is an excellent opportunity to maintain regular contact. Customers who voluntarily subscribe to newsletters are usually interested in receiving news and offers, so it's important to maintain this connection with the right frequency. Even here, though, it's crucial to be careful: too frequent mailings can annoy the customer, so it's better to choose an optimal frequency for sending emails — for example, every two to three weeks or once a month.

Avoid bothering the client: the importance of communication ethics  

The key to a successful reminder strategy is not to annoy the client. No one likes being pressured or having specific offers pushed on them. It’s important to be attentive to customer feedback and give them the option to easily opt out of further messages. Adding a simple mechanism, such as an "Unsubscribe" button or allowing clients to stop SMS notifications with one word, helps clients easily stop receiving communications if they’re no longer interested. This is essential for maintaining a positive brand image and avoiding negative emotions from customers.

Service sector: personalization and individual approach  

In the service sector, as in the product sector, effective communication with clients is a key element in building long-term relationships and ensuring repeat business. However, there are some nuances to consider for communication to be as effective as possible. It’s important that reminders about services are personalized and take into account not only the type of service but also the needs of each individual client.

Individual approach in reminders  

Every client has different preferences for the frequency of using certain services, and flexibility is crucial here. Some clients may need regular services like beauty treatments or car maintenance, while others may only need services once a year or even less often, such as medical exams or dental care.

A reminder about the need for a service shouldn’t just be a standard message but a personalized communication that considers the client’s previous visits and preferences. For example, if a client usually gets a manicure every two weeks but misses an appointment, a friendly reminder can prompt them to schedule a new date.

Services with different frequencies: examples  

• Dentistry: Clients may need both routine checkups every 6–12 months and urgent procedures. Reminders about scheduled preventive exams or dental cleanings will help ensure clients don’t miss a visit and will encourage regular engagement with your clinic.

• Hair removal: This service requires regular salon visits, and personalized reminders will help clients remember their next session.

• Medical checkups: Most people forget about regular medical exams. Sending reminders once a year about the possibility of a general health checkup can be important for a client’s well-being and also strengthen trust in your medical facility.

• Cosmetic services: Services such as manicures, pedicures, massages, or skincare treatments are frequently used by clients. Reminders about upcoming appointments or special promotions will help maintain constant contact with the client.

• Car service: Vehicle maintenance, such as oil changes or part replacements, occurs every few months or once a year. Reminders for these services ensure the client won’t miss an important check and encourages timely visits to your service center.

Personalization and client psychology  

Not all clients react the same way to messages and reminders. Some may appreciate frequent communication, while others might find frequent reminders annoying. Therefore, it’s important to consider the client’s personality type and adjust the frequency of reminders based on their responses.

By using CRM systems, you can manually set the next reminder date after each client interaction. For example, if a client asks to be contacted in three months for a follow-up service, you can configure the system to remind you of this request so you can send the message at the appropriate time. This approach fosters a sense of individualized attention for each client.

Flexibility in communication  

An important advantage in service-oriented businesses is the ability to offer clients flexibility in choosing the frequency of communication. During a service appointment or after its completion, it’s useful to ask the client how often they would like to receive reminders. This could involve regular communication or more occasional messages, depending on their preferences. By doing so, clients will feel that their opinions are valued, which in turn increases their trust in your business.

Communication ethics: avoiding intrusiveness  

Effective communication with clients is an art of maintaining contact without being overbearing. In a world where clients receive dozens of marketing messages daily, excessive activity can not only irritate but also lead to a loss of interest in the brand. To avoid this, it's important to follow ethical communication principles and be sensitive to the desires and needs of your clients.

Striking a balance between usefulness and intrusiveness  

It’s essential to find a balance between staying on the client’s radar and not becoming a source of unnecessary information. Pushy offers or frequent reminders about purchases may result in negative perceptions of your brand, even if your products or services are genuinely valuable. It's best to avoid situations where clients feel "bombarded" with messages and instead offer information only when it’s relevant.

Frequency of reminders: avoiding saturation  

One of the key aspects of communication ethics is message frequency. Excessive reminders may prompt the client to unsubscribe or even block your messages. It's important to determine the optimal communication frequency for each customer segment. For example, for fast-moving products like pet food or household chemicals, reminders once every 1–2 months may be appropriate, while for seasonal products, one reminder per season might suffice.

Simple unsubscribe mechanism  

Every client has the right to decide how often and when to receive messages from your brand. Providing a simple and clear unsubscribe mechanism is essential for any communication strategy. Adding an "Unsubscribe" button in emails or offering the option to stop receiving SMS by replying with a single word allows clients to easily opt out if they are no longer interested in your offers.

Offering clients the option to stop communications when they wish not only shows respect for their preferences but also creates a positive impression of your brand. Clients won’t feel "trapped" and may even choose to re-subscribe in the future if their interests change.

Personalized and relevant messages  

When sending out messages, it’s crucial to ensure they are not generic or spam-like. Personalization is a vital element of ethical communication. Clients appreciate when offers are tailored to their specific needs. Instead of sending all clients the same message, use segmentation and personalization to target relevant products or services to those who are genuinely interested.

Engaging clients through added value  

Another important aspect of ethical communication is adding value to every message. Clients respond better to messages that contain useful information or exclusive offers rather than simple product or service advertisements. For example, you can send tips on using your products, information about new trends in your industry, or special holiday offers. This helps create a sense that your communication is about more than just sales—it’s about meeting the needs of your clients.

Special reminders and offers for significant events  

Reminders and communication with clients aren’t limited to regular offers or updates on products and services. Special occasions, such as birthdays, New Year, professional holidays, or other important dates, are great opportunities to strengthen your relationship with clients. Special offers and discounts during these events not only grab attention but also create a positive emotional connection with your brand.

Birthday greetings: Personalized offers  

One of the most effective ways to build client loyalty is through personalized birthday offers. Congratulating clients on their special day and providing a unique discount or exclusive offer makes them feel valued. It’s essential to ensure these offers have a limited time frame, such as a week before or after their birthday. This creates a sense of exclusivity and encourages clients to take advantage of the offer.

In addition to discounts, you can offer gifts with a purchase or free additional services, which increase engagement and motivate clients to choose your brand. This strategy is also an excellent way to stay in touch with clients in segments where repeat purchases are rare, but there’s an annual reason to remind them about your brand.

Holiday promotions: New Year, professional holidays, and other key dates  

Apart from individual events like birthdays, there are several general holidays when brands can offer clients special deals or discounts. For example:

• New Year — One of the most popular periods for festive promotions. Many clients plan purchases or home decor updates, making it an ideal opportunity for your brand to offer holiday-related promotions.

• Professional holidays — These can be industry-specific events or professional dates, such as Marketing Day or Programmer's Day. These holidays provide an excellent opportunity to remind clients from specific segments about special offers, promotions, or bonuses.

• Seasonal sales — Seasonal changes are another great occasion for promotions. For example, sales on winter products or seasonal offers for gardening.

Personalized holiday offers  

Personalized holiday offers are particularly effective. If a client has previously purchased a certain product, you can offer them a discount on similar or complementary products during the holiday. This can be a win-win scenario for both the client and your business, as personalized offers generally attract more attention and have a higher conversion rate.

Limited-time offers to boost interest  

A critical component of holiday promotions is the limited-time nature of the offer. When a client knows that a discount or special deal is available only for a specific period, it encourages quicker decision-making. For instance, the promotion could last only a week or cover the holiday period. This approach helps avoid procrastination and increases the likelihood that the client will take advantage of the offer.

Greetings and gifts as part of your communication strategy  

Not all offers need to be sales-driven. Sometimes a simple holiday greeting can be enough to strengthen your brand’s connection with clients. For instance, sending a holiday card via email or offering a small bonus, like a discount on the next purchase, helps clients feel cared for and appreciated.

Building loyalty through effective communication  

Effective communication with clients is the foundation of a successful business. Well-structured reminder strategies and promotional offers not only increase the number of repeat purchases but also strengthen customer trust and loyalty toward your brand. Repeat sales are far more profitable and easier compared to attracting new clients, with communication playing a key role in this process.

However, it’s essential to remember the balance and ethics of communication. Excessive activity or pushy tactics can drive clients away, so it's important to focus on personalized, friendly, and relevant messaging. The use of CRM systems helps tailor an individualized approach for each customer, ensuring the right frequency and content in communications.

Audience segmentation, personalized offers, regular reminders about products and services, and special offers for important events create a positive client experience. This, in turn, encourages customers to return repeatedly and form lasting relationships with your brand.

Building loyalty through communication is a long-term strategy that brings stable profit and fosters client trust. By employing these strategies, your business can not only attract new customers but also retain loyal ones, ensuring sustainable growth.

How COI.UA can help you establish effective client communication  

Client communication is the cornerstone of a successful business, and establishing it correctly requires a comprehensive and professional approach. COI marketing and software has years of experience in developing tailored communication strategies for various businesses, considering their unique characteristics and customer needs.

We can help you:

1. Establish personalized communication with clients through the effective use of modern technologies, such as CRM systems, which allow for the automation of segmentation processes and the sending of relevant messages.

2. Create a reminder strategy that isn’t intrusive but keeps your customers informed about new products, promotions, and offers that truly interest them.

3. Implement a personalized approach to each client, increasing their loyalty and ensuring long-term relationships with your business.

4. Develop special promotions and holiday offers, helping you not only stay in touch with customers but also delight them with pleasant surprises during significant events.

At COI.UA, we understand that each business is unique, so we analyze your specific needs and provide individualized solutions to help you achieve your goals. Our experts are ready to design a comprehensive communication strategy aimed at building trust and loyalty with your clients.

Don’t miss the opportunity to improve your client communication and boost your sales! Contact COI marketing and software, and together we’ll create a strategy that works for you.