7 Ways to Use Greeting Cards to Build Customer Loyalty

A survey by the International Council of Shopping Centers (ICSC) found that 82% of U.S. adults are loyal to brands and 84% are loyal to retailers. Unfortunately, most businesses don’t achieve loyalty overnight. It takes work. Businesses who neglect their customers tend to lose them to the competition. Don’t let that happen to you!

While there are many ways to generate customer loyalty, a simple yet cost-effective way to do so is through greeting cards. Hallmark greeting cards, for example, beg to be opened. For you and your business, they increase marketing ROI, boost direct mail response rates and improve customer satisfaction. To learn how, check out the video below.

According to the United States Postal Service, 98% of people check their mail daily. With a high chance of getting noticed, it’s important that your direct mail piece not only stands out from other marketing clutter but also excites people to open it, and therefore, promotes ongoing loyalty.

Below are 8 ways greeting cards can help your business earn customer loyalty and, in return, generate improved business results.

1. Drive Repeat Sales and Increase Spend

Personalized greeting cards can significantly influence purchasing behavior.

• Birthday card campaigns have shown up to a 42% increase in transaction value (Birthday Greeting Card Data, Hallmark Cards, 2016)

• Repeat customers spend 67% more than new customers

By combining personalized messaging with targeted offers, businesses can create memorable experiences that drive repeat purchases and increase customer lifetime value.

2. Fuel Word-of-Mouth and Referrals

Customers who feel genuinely valued are more likely to:

• Recommend your brand to others

• Leave positive reviews

• Share their experiences on social media

Greeting cards that surprise and delight customers can turn them into brand advocates, driving organic growth through referrals and word-of-mouth marketing.

3. Promote Sales in a More Meaningful Way

Instead of traditional promotional messaging, greeting cards allow you to:

• Introduce upcoming promotions in a personal format

• Create anticipation for special offers

• Deliver marketing messages that feel thoughtful—not transactional

This approach improves engagement and increases the likelihood of conversion.

4. Increase Event Attendance and Engagement

Greeting card invitations elevate the perceived value of your events.

Whether for:

• In-store promotions

• VIP experiences

• Webinars or customer appreciation events

A personalized card makes recipients feel selected and valued, increasing attendance and participation rates.

5. Introduce New Products and Services to Loyal Customers

Greeting cards provide a highly effective channel to:

• Showcase new offerings

• Target your most engaged customers first

• Inspire early adoption

Including compelling visuals and messaging within the card helps generate interest and excitement.

6. Turn Offers Into Memorable "Gifts"

When a promotion is delivered inside a Hallmark card, it taps into the emotional power of gift-giving.

Instead of feeling like a discount, the offer feels like:

• A reward

• A thank-you

• A personalized experience

Enhancements like inserts or “buck slips” allow you to include:

• Offer details

• Terms and conditions

• Calls to action

This creates a cohesive, high-impact marketing piece that drives response.

7. Celebrate Loyalty Milestones and Achievements

Recognition is a powerful driver of loyalty.

Use greeting cards to celebrate:

• Loyalty program tier upgrades

• Anniversaries with your brand

• Customer milestones

These moments reinforce the customer relationship and show that your organization values long-term engagement—not just transactions.

Scale Personalized Customer Experience Engagement With Hallmark Business Connections

Hallmark Business Connections enables organizations to deliver personal, meaningful communication at scale—without operational complexity.

With HBC, businesses can:

• Send personalized greeting cards triggered by customer behaviors and milestones

• Customize messaging with authentic, handwritten-style fonts

• Integrate direct mail into broader customer experience strategies

• Eliminate manual processes with full-service printing and mailing

The result: stronger customer relationships, improved retention, and higher marketing ROI.

In today’s competitive market, customers want more than quality products and services. They want to feel appreciated and connected to a brand. Let Hallmark Business Connections’ experience in customer retention and loyalty drive more business your way. Contact us to improve customer loyalty.