How to build customer loyalty with memorable experiences

In an era where digital communication is everywhere, it’s easy to forget the value of something as simple and personal as a handwritten note. For e-commerce store owners and designers looking to make their brand stand out, David Wachs, CEO of Handwrytten, has a message worth hearing: real human connections in customer communication can be the ultimate differentiator. In this episode of Click To Buy, David shares his insights on bringing the timeless touch of handwritten communication into the digital world, using automation to scale a traditionally personal form of communication. Here, we’ll unpack the episode, question by question, so you can learn why personalization matters and how to do it right.

Click To Buy, Episode 31 - A guide to making customers feel valued

To get the full episode, listen on Spotify or watch the video version on YouTube.

Reviving handwritten communication

Becca: What inspired you to focus on handwritten communication when everything seems to be automated and digital these days?

David Wachs: After running my mobile marketing company, Cellit, I noticed that digital communication was often more about clearing notifications than building relationships. I’d send or receive hundreds of emails and texts, yet there was a distinct lack of meaning in the interactions. When I received handwritten notes, they felt special—I’d keep them around, display them on my desk, and see others do the same. That’s when I realized there was potential in bringing handwritten notes to the masses, but in a scalable way. I founded Handwrytten to fill that need, and over the last decade, we’ve grown from using basic handwriting machines to employing 200 custom-built robots, creating 10-20,000 handwritten pieces per day.

The power of personalization in e-commerce

Becca: Personalization is such a hot topic in e-commerce. What kinds of personalized communication should brands be focusing on?

David Wachs: The simplest and often overlooked form of personalization is the thank-you note. In our consumer outreach survey, we found that most customers felt unappreciated by brands. But when customers feel appreciated, they buy more frequently, make higher-value purchases, and refer more friends. Although a thank-you note costs a few dollars, it can lead to lasting loyalty and improved customer retention. Many brands overlook this tactic because they don’t see an immediate ROI, but the long-term benefits can be substantial.

Real-world success stories

Becca: Can you share examples of e-commerce brands that have seen success with this personalized approach?

David Wachs: Absolutely! One of our clients, a snack box company, discovered an interesting pattern. When they made a mistake, such as sending out a broken box of snacks, they’d follow up with a new box and a handwritten apology note. The result? These “win-back” customers had a higher lifetime value than those who had never experienced an issue. Another example is a dog food company that sends handwritten notes and a little doggy hat on the dog’s birthday. This small gesture not only builds loyalty but often encourages pet owners to post about it on social media, adding a viral element to the brand’s engagement.

Crafting effective communication strategies

Becca: What should brands keep in mind when crafting their communication strategies for handwritten notes?

David Wachs: Less is more. When creating these notes, keep them short and sincere. Avoid crowding the message with too many calls to action, as it can dilute the note’s purpose. If you want to include a coupon code, place it on the back of the card rather than in the main message. Ideally, you’d limit these notes to around 500 characters—enough to convey appreciation without overwhelming the reader. For timing, I recommend sending around four notes per year, which might include a holiday card, thank-you note for a large purchase, or a birthday card.

Why handwritten notes work in the digital age

Becca: In a world that’s increasingly digital, why do you think handwritten notes resonate so strongly with customers?

David Wachs: It’s all about contrast. Most of our communication today is virtual—emails, texts, social media. These are quick and convenient, but they lack the physical, personal feel of a handwritten note. When someone receives a handwritten note, it stands out as something special, not just another item in their inbox. It’s tangible, unique, and feels personal. Even though it’s written by a machine, we aim to create that feeling of intimacy, reminding the customer that the brand values them enough to go beyond the usual digital methods. That’s where handwritten notes add real impact—they disrupt the routine of digital communication.

Balancing automation and authenticity

Becca: You’ve used robots to scale handwritten notes—how do you balance automation with keeping the message authentic and personal?

David Wachs: That balance is key. With Handwrytten, we’ve managed to automate the process, but our notes are still meant to feel real. The idea is to keep the message sincere, short, and specific, so the note feels personal even though it’s automated. For brands looking to do the same, I’d recommend focusing on what truly matters to your customer. Whether you’re using automation or handling notes manually, authenticity comes through when the message is genuine and clearly written for the person receiving it. It’s about using technology as a tool to amplify the human touch, not replace it.

Case studies: The ROI of a thank-you note

Becca: Can you share more success stories about the return on investment that brands have seen from sending handwritten thank-you notes?

David Wachs: Sure! We’ve seen a range of companies benefit from this. There’s a luxury online furniture brand we work with that uses our notes as part of a loyalty strategy. They’ve found that customers who receive a handwritten thank-you note after their first big purchase are significantly more likely to return for repeat purchases. Another brand in the subscription box space uses thank-you notes in their loyalty program, and they’ve reported a 25% increase in customer retention. The handwritten note has proven to increase not only the lifetime value of customers but also customer referrals because it leaves such a lasting impression.

The psychology of feeling thanked

Becca: You’ve mentioned that customers don’t just need to be thanked, they need to feel thanked. Could you elaborate on that?

David Wachs: Absolutely. There’s a psychological element here. We’ve all received those automated “thank you” emails that don’t feel personal or genuine. A handwritten note, on the other hand, carries a certain weight. When customers see that someone took the time to write something by hand—or what looks like it—they feel seen and appreciated. It’s less about the thank-you message itself and more about the thought behind it. Customers who feel truly thanked are more likely to trust the brand, which not only impacts immediate sales but also builds long-term loyalty.

Integrating handwritten notes in a multi-channel strategy

Becca: How can brands use handwritten notes as part of a larger, multi-channel strategy?

David Wachs: Handwritten notes can work well alongside digital channels as a way to bridge online and offline experiences. For example, a brand might send an email confirmation right after a purchase but follow up with a handwritten note as a surprise “thank you” a week later. Another approach is to use handwritten notes for specific milestones—like a customer’s first purchase, a VIP anniversary, or an order above a certain dollar amount. This creates memorable touchpoints that are more impactful than automated emails alone. When integrated thoughtfully, handwritten notes can complement your digital strategy by adding a layer of personalization that digital can’t match.

The do's and don'ts of personalized notes

Becca: Are there any specific do’s and don’ts when it comes to creating impactful, personalized notes?

David Wachs: Yes, definitely. First, keep it short and focused. You don’t want the note to be a long message—it should feel like a genuine thank-you, not a marketing pitch. I’d also say avoid adding too many calls to action; a single, simple message feels more sincere. Make sure the tone matches your brand but also sounds conversational, like one person talking to another. Avoid sounding too formal or scripted, which can make the note feel less genuine. Lastly, add a subtle touch like a logo or QR code on the back, but keep the front of the card focused on the message itself.

Personalization beyond notes: Product recommendations and packaging

Becca: Personalization can go beyond notes. What are other ways brands can enhance customer experience with personal touches?

David Wachs: Absolutely—there are many ways to personalize beyond just a thank-you note. One effective method is product recommendations. If you know a customer has a preference for a certain product type or category, make sure they see those items right away. Another area is packaging. A thoughtful package can create an experience that goes beyond just receiving the item. For instance, adding a small insert about the brand story, or a custom product recommendation in the box, makes the experience feel tailored to the individual. These extra touches turn a routine order into something that feels curated, helping build loyalty and connection with the brand.

The future of personalization in e-commerce

Becca: How do you see the role of personalization evolving as customer expectations shift?

David Wachs: As AI advances, it’s becoming harder to create truly personalized experiences. Even highly specific emails often feel automated. Marketers will need to explore alternative methods, like personalized videos or physical touches, to break through the noise. With platforms like Amazon restricting communication options, e-commerce brands may need to include handwritten notes directly in the package to maintain that personal touch. The handwritten note’s uniqueness and warmth provide an advantage, especially when customers are overloaded with digital communications.

Click-worthy tips for e-commerce success

Becca: Any final tips for e-commerce store owners looking to stand out?

David Wachs: My advice would be to try sending a few handwritten notes yourself—just 100 or so—and see the response. Track the customers who receive these notes to gauge the impact. For smaller stores, consider calling your customers personally after a purchase. When the owner calls, it creates an impression of care that can’t be matched by a generic call center. Personal touches go a long way in turning first-time buyers into loyal customers.

Final tips for merchants

David’s final piece of advice speaks directly to smaller store owners and those working to build a loyal customer base. Sending personalized, handwritten notes or even making a quick call to thank a customer can set your brand apart. These personal touches create a memorable experience that customers value and remember, helping you establish a strong relationship right from the first interaction.

Wrapping-up

In this digital age, where inboxes and notifications are overflowing, David Wachs reminds us of the power of human connection. E-commerce brands can cut through the noise by showing genuine appreciation through something as timeless as a handwritten note. Whether you’re a new store owner or an experienced marketer, adding small, meaningful touches can make a big difference. Remember, it’s not just about thanking customers; it’s about making sure they feel thanked.

For more insights from David Wachs, tune into the full episode on Spotify or watch it on YouTube to get inspired on how you can bring a personal touch to your customer relationships.