Birthdays are an exciting time - you can see this as an opportunity to connect with your customers by sending them a birthday email. After all, these are effective emails with higher open rates.
Let us look at some stats. Birthday emails have a 480% higher transaction rate than promotional ones. Furthermore, they will generate up to 342% higher revenue per email than promotional campaigns. With a success rate so impressive, you do not want to miss out on this opportunity, and who doesn't like a birthday celebration anyway?
More importantly, it will help you build a long-term relationship with your audience. By sending birthday emails, you will ensure brand loyalty and boost sales.
How to Create a Successful Birthday Email
According to a report by Salesforce, a birthday email has a mighty open rate of 45%, compared to an open rate of 20.8% of a typical email campaign. Here are some tips and best practices for creating the perfect birthday email campaign:
Step 1 – Segment the list. To provide incentives or gifts, you need to first take into consideration demographic factors, amongst others. Some things to think about when segmenting - firstly, do you even know their actual birthdate? Also, consider rewarding a customer who has been with you for a long time, a higher discount than usual.
Step 2 – Make sure that you have accurate information. You risk doing more damage than good if you send someone a birthday message when it is not even their birthday. A good idea would be to ask them to inform their birthday when signing up. If you do not know when their birthday is, you can send them a reward on the day they first purchased a product or received a service.
Step 3 – Make sure that what you are giving your customer base is relevant to them. There is no point in giving me 50% off on tops if all I have purchased from you in the past are dresses.
What to Include in a Birthday Email
Think about what you can present to the Birthday girl or boy; below are some tips based on various successful campaigns of the past. Just make to sure whatever it is, it is easy to redeem.
Coupon – By giving them a hard to resist coupon, you will ensure a boost in sales. Therefore, it will be a win-win situation. If you choose this option, send the birthday email at the beginning of the month or a month before, so it gives them enough time to act on it.
Mystery Discount – If you want the campaign to be fun and exciting, you should use a tool that will allow the consumer to “scratch” a digital card. There, you can give the customer a certain amount of discount.
Gift – Without a doubt, everyone loves a freebie. Thus, why not act on it? Please bear in mind that you do not have to go out of your way to purchase them a gift. You can offer customer gifts such as:
- Service upgrade
If you do not have time to create a birthday campaign for every single person on your list, you can use tools to help you with this.
Free shipping – The majority of us would rather spend $20 on an item than $3 on delivery. Thus, even if you are not a fan of discounted shipping or free delivery, you should do it on their birthday in order to remove any obstacles that keep them from placing an order. Therefore, if you want to give them a discount, you should follow it with free delivery.
When to send a Birthday Email
Just by sending one birthday message, it does not necessarily mean that the customer will open it. Therefore, you should send a variety of emails in order to ensure a higher open rate. You should send:
- One before the actual birthday
- One on the birthday
- A reminder email to take advantage of their gift or discount
As you may know, you will not be the only company that sends them a birthday campaign. In fact, they will probably be invaded with numerous campaigns similar to yours. Thus, sending more than one message, you will ensure a higher open rate. Also, do not forget make it fun!
If you want to make it special, add personality to it; make it unique yet simple. The subject lines are more important than ever. Research shows that, when subject lines are personalized, the open rate increases by 26%, and you will probably have up to 760% increase in email revenue.
Even though it is a special campaign, you should not forget about the call-to-action. This is why you have to ensure that it is clearly positioned so that it can be easily read and accessed. Thus, you should include words such as:
- “Redeem your gift now.”
- “Claim your coupon.”
- “Check out the scratch card.”
Since people are going to be overwhelmed with their birthday activities, make sure that the message is simple and short. You should:
- Use a maximum of 50 words
- Use images, GIFs, and emojis
- Use a combination of warm colors
A birthday email campaign is very simple to create as long as you follow the simple steps outlined above. Do not overdo it as you will hurt any chances of increasing your revenue. The main idea is to focus on building a relationship with the customer and making them feel special on their big day. This will also have a positive influence on future open rates. Aren't birthday emails the best?!