There’s something wonderful about receiving a really great letter of thanks.  Those words bring back the memory of what originally happened, and allow the reader to re-experience that moment.

Truly, it can work the same way for letters of thanks written to clients. 

You probably put a lot of effort into every touchpoint that went into making the sale.  Certainly, a client will receive a timely message of confirmation – an official record of the transaction that occurred.  But a client is more than an ATM machine.  This touchpoint right here is the first step toward the next sale. 

Relationship marketing experts offer pointers that are remarkably similar across industries and sectors.  So, what are some of the essential elements of an excellent thank you letter? 

It’s personal.  When have you ever been impressed with a letter of thanks that didn’t include your name, or – even worse – got it wrong?  More than ever, people have a basic desire to matter as individuals, and to be treated as more than an account number.  Even if you’re generating the letter from a data file, make sure the salutation is personal. 

It’s specific.  When you’re five years old, you can probably get away with a thank-you letter to Aunt Muriel that says something like, “Thank you for the nifty birthday present.”  However, in a letter of thanks to a client, you should make some specific mention of what happened and what you’re thankful to have received from them.  Perhaps it was the time they spent with you, or an initial investment of their business.  Whatever it was, it probably meant more to them than a simple cash transaction.

It’s timely.  Perhaps this goes without saying.  A business letter of thanks should arrive quite soon after your client receives whatever constitutes their “receipt” for your transaction.  Sometimes, a letter of thanks is enclosed with their receipt, but the two pieces fulfill different functions and should be distinct.  What you’re aiming for is to have your reinforcing message arrive while the client is still experiencing a certain euphoria over their “purchase.”  It’s not just good manners; it’s basic psychology. 

It’s an invitation.  Your letter should close with an invitation to get in touch with you if they have any questions or if another need arises.  It should NOT make another ask, or present another proposal.  Rather, the idea is to invite a dialogue and lay the foundation for future communication. 

Finally, it is my opinion (so you can take it or leave it) that email just doesn’t offer the same sensory impact as a letter received in the mail.  Certainly, email is faster…but there’s something special about the weight and feel of a letter in one’s hands that electrons just can’t touch.  It doesn’t need to be hand-written, but it should be signed by your own hand.

A well-written letter of thanks will be noticed…and remembered for a long time to come.  Your words will reinforce their sense that they made the right decision, and smooth the way to your next opportunity.