Birthdays may not always be everyone’s favorite day, but regardless of the sentiment, a birthday card in the mailbox always brings a smile to a person’s face. This timeless gesture cuts through the email clutter and touches people in an unexpectedly powerful way.
Consequently, this age-old practice has seen a resurgence among businesses that want to show their customers they are appreciated. In fact, birthday card marketing is not only a kind, personal touch but also an effective strategy for nurturing relationships and driving brand loyalty.
It’s a tangible reminder to prospects that the businesses they interact with see them as individuals, not just another sale.
Why Automated Birthday Cards Can Increase Brand Loyalty
In a world where digital communication is the norm, receiving a physical card in the mail has an almost nostalgic appeal. It stands as a token of thoughtfulness and speaks to our need for social connection.
For businesses, the personal touch of a birthday card is a subtle but impactful way to humanize their brand. It conveys the message that customers are valued on a personal level, beyond their purchasing power, fostering a sense of community.
Birthday cards also stand out from other forms of communication. Email inboxes have become digital battlegrounds, with marketers vying for precious seconds of their audience’s attention. Birthday cards circumvent this digital noise. They are held, read, and often displayed for at least a short while, ensuring visibility in a way that an email rarely does.
Birthday cards also elicit a specific emotional response that digital messages often don’t, and this emotional engagement with a brand can drive customer loyalty far more effectively than even the shrewdest email campaign.
Lastly, birthday cards can hold the power of reciprocity. When customers receive one, they often feel inclined to return the favor by choosing your business over a competitor — especially if there is an offer or coupon code included in the birthday message. This psychological trigger can greatly influence customer behavior and lead to increased sales.
What is the best way to mail birthday cards to customers and clients?
You could certainly mail birthday cards to customers all on your own, but it will take up a lot of your time and could end up being far more costly for your business. It’s best to work with a professional direct mail marketing firm, like us, that has the resources and know-how to manage your birthday cards for customers.
Better yet — automate these birthday mailers so that they are automatically mailed to customers throughout the year (and you didn’t even have to do a thing). A few days before the customer’s birthday arrives, a direct mail trigger initiates the birthday mailer and they get a card in the mail.
You can also segment the groups of customers so that new customers receive a coupon while loyal customers who have been shopping with you for years get a special gift. These rewards keep customers coming back to you and show them that you have noticed their support for your brand.
Salesforce Direct Mail Opportunity Makes Birthday Mailers Even Easier
If your company uses the customer relationship manager tool, Salesforce, mailing birthday cards to customers will be even more of a breeze. Within the Salesforce app, you can connect to PCM Integrations and select from a variety of birthday mailer templates or you can even create your own using the design editor.
Once you have your design set up in Salesforce, all you really have to do is create a custom birthday field, and configure your flow automation.
You can follow our how-to video to learn more:
If you want to get started with us today launching a birthday mailer marketing campaign, give us a call! Our PCM Integrations team is ready to assist you with all your automated marketing needs.