With all the e-mail, gmail and hotmail flooding our inboxes these days, I find it refreshing and somewhat exciting to get snail mail. For the record, I’m not suggesting pre-approved credit card offers thrill me. I’m talking about the relevant stuff you enjoy getting like cards, special promos, magazines, etc.

Recently, I received a birthday card in the mail, not from my parents or a friend, but from Southwest Airlines! They remember me every year and the card acts as a friendly reminder of why I choose the airline when traveling for work or pleasure.

Even though it was a generic card, this sort of personal touch with your customers is important, especially in the B2B world. Whether it’s via mail, phone or e-mail, staying in touch with both clients and prospects alike will let them know you are there and you care. Nurturing relationships ultimately helps to earn new and repeat business. Remember at the end of the day, we’re all people working with people to make our businesses profitable.

What are you doing to make your customers feel special? Want to send me some snail mail?