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Education

StreetSmarts SM

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atasa Cvijano
With Natasa Cvijanovic
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Birthdays to marketing strategy

By Natasa Cvijanovic Since most merchants feel better when they receive extra
Tesla Payments attention, especially on special occasions, why shouldn't
you be associated with those good feelings? Here are
fter what seemed like a split second, we some simple ideas for incorporating birthday greetings
reached the halfway point of 2022, and June, into your marketing strategy.
my favorite month of the year, had arrived. "I
A wonder what it would be like to live in a world Sending a birthday card may be old school, but it works.
where it was always June," L. M. Montgomery once said. I People don't receive much mail. A mailed birthday card
wonder the same thing. can be an excellent way to surprise your clients. If you're
at a loss for words, draw inspiration from Carol King's
June is also the month of birth for a number of exceptional birthday song, "Happy birthday, you know just how to be.
individuals whom I am fortunate to call friends. Although Happy birthday, I'm glad you're with me." (I couldn't help
birthdays can be a source of anxiety for some, they're myself.)
happy occasions for most: it's their day when others
celebrate them. Generally speaking, our merchants look Emailing on merchants' special days is also an option. The
forward to their birthdays as well. "Happy Birthday" subject line will grab their attention as
they scan their inbox. To avoid being flagged as spam,
TLC to long-term loyalty personalize these emails, and make messages easy to read
without attachments, external links, etc. If you include a
The search for new ways to strengthen relationships with birthday-only promo, be careful not to dilute your genuine
merchants, particularly the most valuable ones, is ongoing gesture by appearing salesy
for ISOs and merchant level salespeople (MLSs). And if
you're looking for ways to increase customer engagement, Personally delivering a small gift is another way to show
here's an obvious solution: include birthday greetings in your merchants you appreciate them and their business.
your marketing strategy to help build and strengthen They are likely to remember your personal touch and
merchant relationships. recommend your services to their peers.

Recognizing your merchants' birthdays and other If your merchants have agreed to receive important
significant personal and professional accomplishments updates or industry news via text messages, master the
is a simple, personalized way to show you care about use of your CRM's text message feature. Text only when
what is happening in their lives. Because merchants who you have important information or a special occasion
receive more attention and time are more likely to stay greeting. Constant and irrelevant communication will
with you long-term, this gesture can significantly improve quickly ensure that a large number of your merchants
customer satisfaction and loyalty at minimal cost. unsubscribe right away.

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