As you might have read the other day, I had a birthday. It was lovely, thank you, and in addition to numerous phone calls, texts, and social media shout-outs, I received a bunch of emails from companies sending me “gifts.” Yes, in quotes.
I’ve written before (in fact, just a couple of months ago) about the gifts many companies “give” us. I also wrote about how nothing is free several years ago, so my rant today isn’t exactly new ground. However, I think it’s an important enough thought for those of us in business that it bears repeating. I also am happy to point out how two companies got it right.
The vast majority of the emailed birthday greetings contained an offer that generally read “Happy Birthday! He’s a gift of $15 off on your next order.” Sometimes it was a percentage discount but you get the idea. I had to spend money to take advantage of the offer, and I had a limited window in which to do so, generally 30 days.
Let’s unpack that. First, what if I don’t need your product or service in the next month? I mean, a discount on an oil change is fine but I just had my oil changed (at your shop, by the way – you should know that). You’re revoking my gift because I was just in? Second, what if my typical order is a lot more than your general average order value, something else you should know if you’re actually on top of your data and not just auto sending something based on a birthday you have on file. Shouldn’t I get a bigger “gift” since I’m a more valuable customer? I got one restaurant that I go to infrequently sending me a $15 “reward” on my birthday that I could redeem only by installing and using their app and dining there. That would be in the next 30 days, of course. To which party is that a gift?
I’m a believer that gifts need to be unconditional. You should be giving because you want to and not because you expect something in return. Two offers I received actually met this criterion. The good folks at the Alamo Drafthouse Cinema sent me a free movie ticket. That’s it. I’m not obligated to buy food or drinks, I don’t have to bring a friend. I can redeem it via their app but I don’t have to – just present some ID and my account information at the box office. The gas chain I use frequently sent me a coupon for 200 bonus rewards points. I just have to have it scanned the next time I visit and they will be added to my account. I can redeem those points along with the others in my account for free stuff – gift cards, food, etc. And 200 points is significant – it’s what you’d get from spending about $25 with them. No strings attached. Happy Birthday!
It’s nice (and important) that we surprise our customers with gifts, whether that’s content, discounts, or something else. We need to do so without strings because those strings are quite visible and will harm the customer’s opinion of us, not enhance it. As I wrote in June, A gift involves altruism. If there is an ulterior motive lying within, it’s not a gift, right?