What’s in a Birthday?
Everyone loves birthdays. You simply cannot go wrong with a relevant and meaningful birthday email campaign. In fact, a birthday email campaign is one of the classic low effort but high ROI strategies. Why? Because generally, people are inclined to spend more during their birthdays. Hence, they would be more open to purchasing what you have to offer. Don´t believe us? Take a look at the stats below (We are going to let the numbers do the talking).
Gathering Birthday Information from Subscribers
So let’s get cracking on birthday emails. First things first – how to collect birthday information from your subscribers?
The simplest and easiest way to collect birthday information is by including it as a field in your registration form. An incentive for subscribers to provide their birthday details could be a promise of a complimentary gift on their birthday.
Yet another way is to enable social sign-in (for example, via facebook) to your website. This will automatically take care of basic subscriber information.
Did not gather birthday information from your subscribers initially? Don’t fret, it’s not all over! It is quite easy to collect this information from your subscribers. All you have to do is ask. Here are two clever examples of emails sent by Tafford and Steve Madden to gather birthday information from their subscribers:
Bake the Perfect Birthday Email Cake
Birthday emails are very important as they add a human element to an otherwise impersonal relationship with your customer. However, for them to be effective, you have to do it right. Let’s take a look at the essential ingredients for an effective birthday email campaign.
#1. The Subject Line: Regardless of what your content is, the subject line is what grabs your reader’s attention. This is the only part of an email that gets 100% viewing from your reader. It is no rocket science, yet most marketers ignore this simple element of an email. It is often the simple things that matter the most.
#2. The Content: The mantra for your birthday email campaign should be, “Don’t turn birthday email into a sales pitch.” Rule #1 for connecting with your readers is to make them realize that you genuinely care about them. Include a nice offer in the email, on something that is relevant to the reader.
Another important thing to bear in mind is to stick to your style of branding and weave in the birthday message with your way of branding. Here’s two examples of brands wishing birthdays by staying consistent with their brand styles – this automatically makes the message catchy, distinct, genuine!
Image Courtesy: Litmus https://litmus.com/blog/wp-content/uploads/2012/12/melting-pot.jpg
#3. The Offer: We mentioned sending a nice, genuine offer that shows you care. So, the next question is, what kind of gesture reflects this? Redeemable coupons are the most common ones (however, we encourage you to come up with something less boring and more enticing). One way to do this is by offering free gifts or complimentary samples of your product. A great example of a cool offer is the International House of Pancakes. They offer their subscribers a free Rooty Tooty Fresh ‘N Fruity — two eggs, two bacon strips, two pork sausage links and two buttermilk pancakes — or a menu item of equal or lesser value. Sounds yummy, doesn’t it?
#4. The Automation:So you have the birthday information, and you have nailed the perfect design for the birthday email. What’s next? Setting up an email campaign – this will either make or break you (literally!). Ideally, your birthday email campaign should have three stages:
- Two weeks before: Birthdays are special, which is why most people spend weeks planning their special day. To increase your chances of success, you should send an email two weeks before the actual birthday. Take a look at what Discover decided to do.
- The D- Day: Send a warm greeting on the actual birthday, and include the offer / complimentary gift in the email. One thing you should bear in mind is to keep the offer valid for at least 2 weeks after the birthday.
- One week prior to offer expiry: Subscribers tend to forget the duration of the offer. Hence, it is always a good practice to send an email a week prior to the offer’s expiry date.
Boosting ROIs with Birthday Emails is a Piece of Cake
The simplest way to grab attention, increase brand loyalty, boost conversion rates and lay the foundations of a strong relationship with your customers is to use birthday emails. And yes, it is a piece of cake! All you need to do is don your creativity hat and let those creative juices flow. Follow our advice and craft an innovative birthday email campaign consistent with your style. Before you know it, those ROI numbers will start skyrocketing!
Want to find out how to successfully create an effective birthday email campaign using Mailee? Look up Building and Sending an Automatic Birthday Campaign.