Foster Customer Engagement by Making Every Day Special

The simple fact that there are more ways than ever before to quickly reach customers means business communication is becoming more impersonal with every passing day. The furious pace of these superficial interactions can leave customers feeling unimportant and disengaged. Today, developing meaningful relationships with customers requires a strategy that incorporates emotion in the marketing mix.

When it comes to business communication, a personalized, custom greeting card goes a long way in a world filled with e-mail, phone calls and text messages,said Marc Wagenheim, product marketing director of Hallmark Business Expressions. There are daily opportunities in which you can let the people who matter most to your business know they are important.

In fact, a recent study conducted by Harris Interactive for Hallmark Business Expressions found that feelings about greeting cards used by businesses were universally positive, and nearly half of consumers indicated receiving a greeting card from a business causes them to consider the business for future needs.

The Hallmark consumer study found consumers feel important and appreciated when considering businesses with which they had a good relationship. Reinforcing those feelings using greeting cards helps maintain positive impressions of your business and keeps you top-of-mind. To help you know when and how to send a greeting card to strengthen customer relationships, Wagenheim offers the following tips:

Say Thank You Often. Be sure to thank your customers. Sending a thank you card to express how much their time, a referral or their loyalty means to you and your business, makes a difference.

Follow Up with Prospects. Attracting new business means making a lasting, favorable impression with your key prospects. Review your business contact list and make sure you include key decision makers. A well-placed, "I hope we can meet again soon to continue our discussion..." puts the ball in the recipient?s court without being too pushy.

Make Special Occasions Special Again. Everyone appreciates having a special day acknowledged. Remember specific days throughout the year, such as work anniversaries or milestones, birthdays and holidays. Or, send a congratulatory card for achievements such as a promotion or a big sale.

Add a Personal Touch. Make an extra effort to personalize the card. If you are able to sign each card personally-even if your name is preprinted on the card-your customers will feel valued.

A business greeting card done right, and sent at the right time, can make a lasting impression and strengthen your relationships with customers in an era where personal communication means more than ever before.

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