Relationship Building Automation Tip
Kenny Jahng from GenerosityLabs has your Generosity Tip of the Day!
It’s regarding the A.R.T. of Engagement — when you want to build a culture of giving across your community, you want to focus on the three main drivers of increasing gauge right that’s just a remind you it’s a for Authority or for Relevance and Trust,
One of the things that you can do very easily to help build trust is with this tip that I am sharing with you today. Now, it’s my birthday this week — happy birthday to me! But one of the things that you’ll notice is that there’s a very small set of relationships out there that do take advantage of that in today’s day and age.
You’ll get a birthday card from your dentist or lawyer or real estate agent or from your car dealer — and sure enough I open my inbox today and I get a happy birthday message from a car dealer.
It a very simple message — they know it doesn’t need to be spammy; there’s no call to action; it is a complete relationship play. And they know that they are a car dealer and they’re not my friend or relative etcetera right so it’s a simple message that’s clean and just takes advantage of the fact that they have my information in the database.
It says, “we noticed that today is your special day so in commemoration of this occasion we want to send along our best wishes and thank you for your past business May the next year bring great joy to you and your loved ones happy birthday.”
See, very simple, right? It’s something that gives you an excuse to reach out and build that relationship over time.
All you need to do is sit down and write 6, 10, a dozen different variations of happy birthday messages. Some can be humorous, some to be straightforward, it is something that you can insert some fun links into, maybe a YouTube video, etc.
Basically anytime someone in the database has a birthday, that triggers the email to get sent out and sometimes you can send it one day early or on the day. But you have personalization done for the next 6 years, 10 years, etc. You can have a decade’s worth of happy birthday messages that don’t repeat, are varied and you can do that all in one shot. Just sit down and write half a dozen to a dozen different versions and then schedule them in your email system.
Each and every organization should be taking advantage of this. But there’s very few I’ve met — only maybe two churches there taking advantage of birthdays. And birthdays are easy to collect from your people! It’s one of those fields of information in a database that most people are comfortable sharing– their birthday.
And the best practice is if you collect a piece of information yous hould use it. If you collect a piece of information and don’t use it you’re wasting your time and energy; it is not respectful of the audience that you collecting from; and in you introduce friction to the relationship that you have with them. So collect only the information you’re going to use and birthday should be one of them at some point in the beginning of the relationship.
And then you build the automation that simply sends out an email message to them on their birthday. It could be the day before saying, Hi I want to be the first to wish you happy birthday this week!
Let me know what you think about this automation idea and if you have any other ideas on how to use marketing automation to the benefit of increasing the relevance and trust in your relationship with your people in your community. I always want to discover, learn, and brainstorm about other ways to use technology to scale personal relationships,
That’s it for today’s tip.Thank you for listening and watching here at GenerosityLabs.Org.