If you’re running a business where relationships matter—think real estate, financial advising, or boutique services—remembering client birthdays and anniversaries isn’t just a nice touch. It’s table stakes. But who honestly has time to keep up with every date? This guide is for anyone who wants to automate those handwritten cards, skip the cheesy mass emails, and keep things personal (without adding yet another thing to your to-do list).
We’ll walk through how to use Handwrytten workflows to send out real, physical cards for client birthdays and anniversaries—without the stress or the fakey vibe of automated messages. No fluff, just what works.
Why automate cards (and what to watch out for)
Handwritten cards still stand out. They get opened, they feel personal, and they beat email every time. But here’s the catch: It’s easy to mess this up. If you automate too much or get sloppy, clients will spot it a mile away.
Pros:
- Saves time (and sanity) by handling repetitive tasks.
- Keeps you top of mind with clients all year, not just when you want something.
- Looks thoughtful—if you do it right.
Cons:
- Can feel impersonal if your message is generic or the timing is off.
- Data mistakes are awkward (nothing like sending a “Happy Anniversary” to a single client).
- Costs add up if you don’t manage your list.
Pro tip: Automate the sending, not the thoughtfulness. Take a few minutes to make your messages not sound like a robot wrote them.
Step 1: Prep your client data
Automation is only as good as your data. This is the unsexy but crucial step.
What you need:
- Accurate client names, mailing addresses, and dates (birthdays, anniversaries, etc.)
- A spreadsheet or CRM export with this info
How to organize it:
- One row per client.
- Columns: First Name, Last Name, Address, City, State, Zip, Birthday, Anniversary, Notes
- Double-check for typos or missing info. Garbage in, garbage out.
What to avoid:
- Don’t guess at dates. If you’re not sure, leave the field blank.
- Don’t overload with every possible “event” unless you truly plan to send cards for all of them.
Pro tip: If you use a CRM like HubSpot, Salesforce, or Zoho, you can usually export a CSV of your contacts with custom fields. If not, a Google Sheet works just fine.
Step 2: Set up your Handwrytten account and workflow
First, you’ll need a Handwrytten account (no surprises there). The good news is, the platform can handle everything from card selection to mailing, so you never touch an envelope.
Set up your account:
- Go to Handwrytten and sign up.
- Add your billing info and set up your sender profile (this is what appears on the card/envelope).
- Upload your logo or signature if you want to use it.
Create a card template:
- Choose a card design that isn’t tacky. Skip the “wacky” fonts and glitter.
- Write a message that sounds like you. Handwrytten offers sample messages, but don’t just copy-paste.
- Example: “Hope you have a fantastic birthday, [First Name]! Grateful for the chance to work together this year.”
- Save your template for each event type (birthday, anniversary, etc.).
Connect your data:
You can upload your contact list directly or integrate with your CRM using Handwrytten’s Zapier, Make, or API connections.
What works best: - For a few dozen clients, uploading a CSV is fine. - For hundreds or ongoing automation, use Zapier or their API to trigger cards based on dates in your CRM.
What to ignore: - Don’t get lost setting up fancy integrations if you only send a handful of cards each year. Start simple.
Step 3: Automate the workflow (the right way)
The actual automation depends on your data source and volume. Here’s how to think about it:
Option 1: Manual upload and scheduling
Good for: small client lists or those who want control.
- Upload your CSV to Handwrytten.
- Schedule cards for each event in advance (most platforms let you pick a send date).
- Done. Review scheduled cards once a month to catch any changes.
Option 2: CRM automation via Zapier (recommended for most)
Good for: medium-to-large lists, or if you already use a CRM.
How it works: - Set up a Zap that triggers when a contact’s birthday or anniversary is coming up. - The Zap sends the client’s info and event date to Handwrytten. - Handwrytten generates and mails the card a few days before the big day.
What you need: - Zapier account (free for basic automations) - CRM with custom fields for dates
Heads up: Test with yourself or a coworker first. Watch for formatting weirdness or missed fields.
Option 3: Full API integration
Good for: developers, big teams, or if you want total control.
- Requires some programming to use Handwrytten’s API directly.
- You can build custom workflows, but this is overkill for most small businesses.
Pro tip: Don’t overengineer. If Zapier or a simple upload gets the job done, stick with that.
Step 4: Personalize (without making it a chore)
This is where most automations fall apart—generic messages that scream “mail merge.” Here’s how to avoid that:
Make your message sound human
- Use the client’s name (obviously), but avoid overdoing it (“Happy Birthday, John Smith!”).
- Mention something recent if you can (“Hope your new puppy is settling in!”).
- Keep it short and genuine.
Try handwriting styles
Handwrytten offers a bunch of “handwriting” fonts. Pick one that looks natural, not like a comic book or your doctor’s prescription pad.
What to skip: - Don’t use “Dear [First Name]” unless you talk like that in real life. - Avoid sales pitches in these cards. This is about the relationship, not a sneaky upsell.
Step 5: Test your workflow (and fix what’s broken)
Before you let it run wild, send a few test cards—ideally to yourself and a brutally honest friend or colleague.
- Did the card arrive on time?
- Is the address right?
- Does the message feel like you wrote it?
- Any awkward formatting?
Fix issues before they reach clients.
Heads up: USPS isn’t Amazon Prime—plan for cards to take 4–7 days to arrive. Set your send dates accordingly.
Step 6: Maintain and review
Automation isn’t “set and forget.” Things change—clients move, data gets stale, people get divorced.
- Review your client list every quarter.
- Remove old or inactive contacts.
- Update addresses and dates as you learn them.
- Check your workflow logs for errors or bounces.
Pro tip: Ask your team (or even clients) for feedback. If someone mentions a card feeling weird or late, don’t ignore it.
What works, what doesn’t, and what to ignore
Works well:
- Automating delivery while keeping messages personal.
- Using CRM triggers to save time and avoid missed dates.
- Testing before rolling out to everyone.
Doesn’t work:
- Using generic messages or weird fonts.
- Relying on outdated data.
- Setting and forgetting—stuff will break.
Ignore:
- Overcomplicating with deep integrations if your needs are simple.
- Sending cards for every possible holiday—quality beats quantity.
Keep it simple, keep it real
Automating birthday and anniversary cards with Handwrytten isn’t magic, but it can make you look like you’ve got everything together (even if you don’t). Start with your best clients, keep your message real, and tweak as you go. Don’t try to automate every possible touchpoint, and don’t be afraid to scrap a workflow if it feels off.
The goal is to show you care, not to check a box. If you keep it personal—even just a little—you’ll stand out. And honestly? That’s what clients remember.