Do birthday cards actually build customer loyalty?

A printed birthday card lands differently than an email. It is a physical, personal touchpoint that builds loyalty, but only when the message stays genuine instead of turning into a sales pitch.

• Keep it personal, warm and specific to the person.
• Use the recipient's name and, when you can, a handwritten note or real signature.
• Leave the pitch out entirely. Wish them well and stop there.
• Tie the card to the relationship, not to a promotion or a coupon.
• Time it to arrive a few days before the birthday, not after.