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# Local Service Providers: Building Loyalty and Encouraging Repeat Business

**Case Study: Plum Deluxe**

* **Industry:** E-commerce
* **Strategy:** Send personalized, handwritten-style birthday cards to customers. Even without complete birthdate data, PostPilot identified up to 90% of customer birthdays to ensure timely delivery.
* **Outcome:** The birthday campaign performed exceptionally well, leading Plum Deluxe to expand the initiative. Additionally, their win-back flows through PostPilot also yielded positive results. ​

**Why It Works:**

Sending personalized birthday cards creates a memorable experience for customers, fostering a deeper emotional connection. In an age where digital communications are ubiquitous, a tangible, thoughtful gesture like a birthday card stands out, enhancing customer loyalty and encouraging repeat business.​

**Implementation Steps:**

1. **Collect Customer Birthdates:** Gather birthdate information during the sign-up process or through customer profiles.
2. **Partner with a Direct Mail Service:** Utilize services like PostPilot that can automate the sending of personalized birthday cards.
3. **Design Personalized Messages:** Craft messages that resonate with your brand's voice and make the customer feel valued.
4. **Automate Delivery:** Ensure cards are sent out in time for the customer's birthday to maximize impact.
5. **Monitor and Adjust:** Track the campaign's performance and make necessary adjustments to improve results.​

**Common Pitfalls to Avoid:**

* **Generic Messaging:** Avoid sending impersonal or generic messages that don't resonate with the recipient.
* **Poor Timing:** Ensure that birthday cards arrive on or just before the customer's birthday to maintain relevance.
* **Lack of Follow-Up:** Consider following up with a special offer or discount to encourage a purchase.

**Common Pitfalls:**

* Failing to personalize the message, making it feel generic.
* Not providing a compelling offer, reducing the incentive to act.​