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It's my party and I'll buy if I want to

It was my birthday recently. I’ve never been too fond of celebrating it though. I agree with Seinfeld – isn’t it a little arrogant to celebrate the day you were born? Like you’re so great? But I digress.

Besides the standard emails from family and friends, when I checked my inbox that morning, I was greeted by additional Happy Birthday messages, from two local radio stations.

Now I haven’t listened to Q101 for a good ten years, I think I gave them my email address to get in on an advanced ticket sale or something. But I don’t remember telling them my birthday. Did I give it to them? Did they buy it? I don’t know, don’t really care. I just know I enjoyed getting the message. And Q101 obviously doesn’t care that I don’t subscribe to any of their newsletters, or visit their site, or listen to their station (could they know that?), they just care that I’m someone who at one time gave them my email address, and they want to make sure I remember them.

On the flip side, XRT is one of my favorite stations, I subscribe to their newsletters, register on their site, and get email updates from them all the time. But it’s always nice when a business you’re loyal to recognizes you, even though I already do what they want me to do.

Plus the XRT birthday email comes with exclusive coupons for things like free drinks and half-price dinners, a nice bonus.

The point is, if you want to start a relationship with new customers, or build a lasting relationship with your existing customers, it always helps to remember them, recognize them, and make them feel wanted. And it’s okay to contact them without an offer or sales pitch, just let them know you’re there and appreciate them.