Best Practices in Small Business Customer Communication

1. After a customer buys something, the next webpage should ask him to share news of his purchase via his social networks. This prewritten message—“Check out my new DVD player!”—facilitates word-of-mouth and thus viral marketing. And best of all, it’s free.

2. E-mail your customers a week or two after they’ve received an order. With the appropriate tone—“Just want to see how you like your new TV”—this kind of message builds brand loyalty.