Surprise and Delight

Surprise and Delight

Word of mouth has arguably been one of the most successful forms of marketing. According to, 61% of consumers will tell friends and family about their experiences. With well over half of shoppers talking to their networks about their shopping, this brings up two opportunities – say “thank you” to ensure your best customers continue to spread positive reviews of your business and to use tactics to convert first time consumers to loyal ones.

One of the most simple ways to go the extra mile and thank customers is by including a thank you note. A simple “Thank you, we hope your enjoy your purchase” is great way to show your customers they are appreciated. In the digital age, it is always refreshing to get a classic, handwritten note on a company letterhead or postcard. You can also take it a step further by personalizing the note to reflect the purchase. See a great example below, received after stocking up on flavored seltzers:


Another option to “surprise and delight” your customers is to include an unexpected bonus. This is an opportunity to introduce your customers to new products or products samples to give them a special bonus and likely increase conversion .


When including an unexpected bonus gift, it is imperative to keep your customers and their likes top of mind. “A surprise is only a delight if it is presented in a personalized manner that demonstrates your brand has taken the time to be relevant and sincere” (


While you can be successful running a general campaign and inserting one gift inside every order, there is an opportunity for personalization. By choosing a free gift item and setting specific parameters you can give the item to the most qualified, relevant customers. Also, by limiting to a smaller pool of qualified customers, you can offer a slightly higher cost gift. As a best practice, try general gift campaigns & segmented campaigns. Register your future conversions (including a coupon or insert with each order is a great way to encourage trackable success) and feedback from both customer service & social media can help track the success of your gifting campaign.


Overall, by choosing to run a surprise & delight campaign, you’re bound to achieve success by leaving customers with a positive order and company/brand experience. To go a step further, by monitoring social posts and customer feedback, you can hear exactly what customers like, what they want to see and gauge where you can improve. In addition, including a coupon for the surprise sample item encourages conversion and allows you to better track the overall conversion rate and compare to other marketing campaigns. Your customers are your most valuable asset and by showing your appreciation and making them feel special, they’ll keep coming back.