Be Human with Birthdays

Memorial Day Doorbuster!

Fourth of July Bonanza!

Labor Day Deals!

Every other month marketers have an opportunity to connect with customers – reminding them of a promotion, providing them an opportunity to interact, increasing the likelihood of positive customer experiences.

The issue at hand is that pretty much everyone is getting the alert, even if it's personalized in some way. On the one hand, it's an easy opportunity. On the other hand, it's a catchall.

Yet when presented with simple opt-ins, customers can lay the groundwork for more individualized communications that allow us to be human in a digital world, avoiding mass messages. One easy way to cut through the promotional noise, be human and meet expectations? Wish your customer a happy birthday.

It's one of my favorite simple statistics – 52 percent of millennials in the US and UK expected retailers to remember their birthdays. The survey, by retail research agency Conlumino, found that remembering birthdays and responding accordingly was more expected than retailers remembering a size or even past purchases.

Here's why I love this stat: we spend a lot of time thinking about how much information a consumer might be willing to share and how we can leverage that data to better position our products and services. But we don't think nearly enough about social and emotional impact of our work and how it plays into loyalty and engagement.

The simple truth is that millennials expect companies to wish them a happy birthday. They've shared that information, along with their likes and dislikes, wish lists, dream vacations and more. And if the point of customer engagement is to form a sort of friendship, shouldn't we remember their birthdays along with purchase history and billing information? We stay human in a digital world by listening, remembering and responding – especially when we want to wish someone a happy birthday.

Have you forgotten your customer's birthdays? If so, what do you plan to do about it?

Rob Tate
As Vice President of Sales, Rob is responsible for growing the client base and market share and helping his sales team achieve their goals. He also develops partnership opportunities and industry relationships. Rob focuses on generating consistent results, utilizing sales and opportunity management tools and implementing best-of-class sales methodologies all of which have enabled him to build a scalable sales organization. He continually studies how metrics, leadership, culture, and innovation drive business value in the SaaS and marketing automation fields.

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