We would like to mail our customers birthday cards each year. In the card would be a coupon to stop into a branch to pick up a $10.00 gift card of their choice. This just sounds too easy. The only issue I have is that we will be using our customer CIF profiles and if a custmer, from years ago, did not give us his/her birthdate they would not be included in the annual mailing.

I think it would be that easy....

$10 a customer - nice gesture but has anyone figured out what the pay back is projected to be? Sound like a marketing idea without a cost benefit analysis.

I agree with you 100% - Perhaps Marketing has a bigger budget than Compliance...LOL

Just a word of caution....even a nice gesture as a birthday card can be viewed as a negative.

A marketing team at a bank I used to work for did something similar to that and it actually caused real problems. The list was not 'screened' well so, the offer was mailed to customers that had just been denied for a loan, who were in collection/bankruptcy/foreclosure, who had just closed deposit accounts for "bank errors", "bad service", etc.. Some customers complained bitterly by writing to the CEO because they felt the bank was being insincere and vindictive. It was sad that something so well intended wound up feeling so bad. And it was not inexpensive to execute. They stopped it after a few months.

I'm sorry for being so doom & gloom about your plans and I hope you don't experience the same problems. Good luck to you.

I really appreciate the information and you are correct....it just takes a few. Thank you for taking time to respond.