Home Brew Talk is a great online community for those who enjoy brewing their own beer. Unfortunately they’re wasting time when they wish their members a happy birthday. Here’s the email they send:
We at Home Brew Forums would like to wish you a happy birthday today!
There’s nothing unique or personal there – all they’re doing is reminding the recipient that it’s their birthday. This email won’t make a member feel special. In fact, it’ll probably been seen as more of an annoyance than anything else.
When your community is small, you should be sending personalized birthday messages. As it grows, this can become more difficult, but not impossible. Remember, you don’t need to do all the work yourself.
Here’s a better email:
I just wanted to wish you all the best on your 43rd birthday! I hope you managed to find the time to brew that Whiskey Barrel Porter that’s been on your ‘to do’ list for so long! It would be great if you could post a review when it’s finally ready to drink!
Thanks for being a member of Home Brew Talk!
Oh, and make sure the email comes from a real email address.
Want to go even further? To make a member feel extra special, send something in the mail (keep it simple; a card or a hand scrawled note is perfect).
If this all sounds like too much effort, here’s a simple action you can take. Stop sending automated birthday messages. You’re not fooling anyone. You’re just wasting time (and opportunity).