No, it’s not my birthday. But if it was? This morning I was thinking about the new email automation tools we’ve built, which in turn led me to thinking about the simplest ways to use these to build real, closer relationships with customers.
Like you, I spend my money across a range of organisations every day, and not many of them are stand-outs at making me feel special. I won’t name names now, but it’s clear that most of them are more interested, still, in the next new customer and not very interested in impressing me. Yes, of course some of them have retention targets and aim to keep these on track, but I don’t see this trickle through as caring, or even pretending to care if I feel special, noticed, acknowledged or valued.
It’s kind of back to front isn’t it. I care a lot about the companies I rely on to make sure my life ticks along smoothly. I know if they are there or not, and when it suits them best for me to contact them. I go out of my way to spend money with them, I often notice if things change for them, and some of them even tell me loudly when it’s their birthday.
Maybe you belonged to a club like I did as a little girl, that sent me a postcard for my birthday. Along with the cards from my family and friends, this one would arrive and I noticed, and now some years later I smile when I think about how much it meant to me . As each year ticks by most humans find that our birthdays are less and less special. We’re very mature about it but, on the inside we dont feel like that’s very fair. So, I’ve decided to start to talk to clients about Birthday Clubs.
It’s my job to notice this stuff, and in addition to the businesses I pay to run my life, I sign up for so much marketing material you’d think I’d be drowning in it. Nope. Many opt-in, purchase, and registration forms request a date of birth, but I can’t think of any that use it well.
I’m telling you because I think there is a lot of room in this space – it’s not a one size fits all, and it’s not likely that any one person will be so inundated with birthday love that they’ll have a freak out.
Automated emails can be set and forget, driven and personalised from a simple data file. They are unbelieveably cost effective, and just plain effective both at engendering loyalty and driving revenue. Use your imagination to jump out from behind your desk and stand in the shoes of your customer or prospect, and think up something that is bang on – relevant, good-natured and valuable to them, and have fun with it.
Construct a program that makes you feel good, and chances are you will spread that feel-good to your database.
I hope that some of our clients might see the opportunity to stand out with a genuine birthday offer and acknowledgement, that’s beautifully designed, high quality, and endearing. I hope that you do too. If you have questions or comments please leave them here.
P.S. there is an update to this post here – when it actually was my birthday, who told me they cared?
Here is a recent blog post on Great Birthday Email Examples.