Birthdays: some folks love them, whereas others dread them. No matter how you are feeling about this annual reminder of passing time, for e-mail entrepreneurs, birthdays are a possibility to construct relationships with prospects.
A typical means to do that is with the birthday e-mail, utilizing automation and buyer knowledge to ship subscribers a reduction or freebie. All this could go a good distance in making a optimistic expertise together with your model and rewarding loyal prospects.
This publish covers why and how to create a birthday e-mail advertising and marketing marketing campaign, plus efficient birthday e-mail examples.
Why ship a birthday e-mail?
You might be questioning how this e-mail advertising and marketing tactic can profit what you are promoting. The birthday e-mail can:
- Nurture your relationship with present prospects: Retention is a vital stage of the buyer journey as a result of it takes the client from an informal, one-time purchaser to a loyal, returning buyer. Birthday emails reward and encourage buyer loyalty by exhibiting them you care about their expertise.
- Improve word-of-mouth advertising and marketing: Joyful prospects usually tend to inform their buddies in regards to the nice birthday deal they simply scored.
- Result in extra gross sales than common promotional emails: In keeping with a report by Experian, birthday emails have 481% larger transaction charges than different promotional emails and generate 342% larger income. These emails obtain such excessive returns by providing presents, reductions, and different incentives to make a purchase order.
With all these advantages, it’s definitely worth the time to create automated birthday e-mail campaigns. However first, you should collect the fitting buyer knowledge.
Find out how to ask recipients for his or her delivery date
Earlier than you ship birthday emails, you first should get the subscriber’s delivery date. You possibly can ask for this data once they join your e-mail record or in a follow-up e-mail after they subscribe. Both means, be clear about why you’re asking for this data and inform subscribers what perks they’ll get for offering it. A brief message like “Inform us your birthday to obtain a free reward” will suffice.
E-mail sign-up kinds ought to be quick to make it fast and simple for folks to hitch your e-mail record. So if you wish to keep away from making your kind any longer by asking for a date of delivery, you possibly can ship an e-mail as a part of your welcome collection. In it, ask customers to finish their person profile or present their delivery date, like the instance beneath.
Components of a profitable birthday e-mail
Let’s check out the weather that’ll give your birthday emails a greater probability of producing conversions.
1. Timing
There’s a quick window to ship a birthday e-mail to coincide with the client’s birthday planning and procuring. Manufacturers usually start to ship these 3 weeks previous to the subscriber’s birthday, with 55% of birthday emails hitting the recipient’s inbox on their precise birthday.
Many manufacturers choose to ship these emails initially of the recipient’s delivery month. This provides the recipient time to buy and determine how they need to use their low cost code, redeem their freebie, and so on. It additionally accounts for delivery time so recipients can get their order by their birthday. For instance, this birthday e-mail from Sephora went out 2 weeks earlier than the recipient’s birthday, and it comprises a present to redeem on-line or in shops.
Different manufacturers, like Starbucks, ship birthday promotions just some days earlier than the recipient’s birthday. This is smart for a espresso store, because the recipient may have it prime of thoughts to get a drink on their birthday—plus there’s no delivery concerned.
2. Celebratory topic line
Topic strains are your first probability to seize the recipient’s consideration. To do that, birthday e-mail topic strains ought to use celebratory phrases and clearly state the e-mail comprises a birthday supply.
The above Sephora e-mail had the topic line “Joyful (early) birthday, Carly!” It’s quick and candy and takes benefit of personalization, which we’ll talk about later. Moreover, the Starbucks topic line beneath makes use of a festive emoji that matches with the birthday theme and instantly tells the recipient that there’s a present inside.
3. Low cost or reward
Utilizing a birthday e-mail to easily ship pleased birthday needs to the recipient is a missed alternative. Whereas it’s a pleasant sentiment, this strategy gained’t assist you obtain the advantages we mentioned initially of this publish. As an alternative, seize the chance to indicate prospects you care about their big day whereas encouraging them to interact with what you are promoting by providing a reduction, coupon, reward, or reward.
Within the instance beneath, Hole features a 25% low cost supply. This results in a win-win for the sender and recipient whereas serving to to extend e-mail engagement.
4. Deadline
All the e-mail examples we’ve seen to date embody a deadline to redeem the reward or low cost, akin to the top of the month. The deadline creates a way of urgency to make a purchase order as a result of the recipient is aware of the promotion expires, nevertheless it provides them just a little wiggle room to determine how they need to spend it.
In case you ship a birthday e-mail initially of the month, contemplate additionally sending a reminder e-mail just a few weeks later to present the recipient yet one more probability to redeem their low cost or coupon code earlier than the month ends.
5. Festive design and replica
The birthday e-mail is all about celebrating the recipient, and the e-mail design ought to mirror this with vibrant colours and festive imagery. Moreover, the e-mail copy ought to get the reader excited. Phrases like “have fun,” “celebration,” “reward,” and “birthday deal with” are a certain strategy to seize the sentiment of a contented birthday.
One other strategy to make birthday emails extra dynamic is to include a GIF. A easy animation, like falling confetti, could make your message extra attractive. Be taught easy methods to create a GIF and easy methods to insert a GIF into an e-mail.
6. Eye-catching CTA
Along with making your recipients really feel particular, birthday emails ought to assist you obtain the excessive returns we mentioned on the prime of this publish. And one of the crucial necessary components to assist with that’s the name to motion (CTA).
Be certain that the CTA button catches the attention instantly by utilizing contrasting colours, strategic placement, and clear copy, like “redeem now.” Learn up on CTA finest practices to study extra.
7. Personalization
Everybody desires to really feel particular on their huge day, which is why birthday emails ought to be as customized as potential. Including the recipient’s identify within the topic line and replica is a good begin. However you possibly can take personalization a step additional by together with data such because the recipient’s native retailer or suggesting objects they could be focused on primarily based on previous purchases.
In spite of everything, 57% of recipients say personalization influences whether or not they discover an e-mail memorable, and also you don’t need them to overlook your birthday supply.
Ship pleased birthday emails with Twilio SendGrid
Prospects put a whole lot of belief in manufacturers once they share private data, like their delivery date. Birthday emails are an effective way to reward this belief, put buyer knowledge to good use, and reap the advantages for what you are promoting when you’re at it—and Twilio SendGrid has acquired you coated with e-mail advertising and marketing automation.
E-mail advertising and marketing automation is vital to a profitable pleased birthday e-mail marketing campaign—when you arrange your automation, you possibly can relaxation assured you gained’t overlook your recipients’ huge day. Be taught extra about what you possibly can obtain with e-mail automation and easy methods to arrange your first automation with Twilio SendGrid.
Then, join a free Twilio SendGrid account to attempt it for your self.
