SHOULD YOU SEND BIRTHDAY EMAILS?
The simple answer is YES! Sending a birthday email only offers you the opportunity to make a personal connection but also provides the following benefits:
Re-engagement:
Sending birthday emails gives you a chance to engage with inactive users, create a conversation with consumers, and reinforce consumer delight.
Boost Reputation
The use of automated birthday emails can help set you apart from competitors. Many companies overlook their value or fail to collect the necessary information.
Create awareness
Consider birthday emails an opportunity to share relevant content or drive subscribers to the desired landing page.
Winning Strategy
Everyone has a birthday, so it is a strategy that allows you to connect with every subscriber in your database, no need to consider segment or target groups.
WHAT IS THE VALUE OF SENDING BIRTHDAY EMAILS?
Birthday emails are an excellent way for you to create a personal connection with consumers in a small but very effective way, but are they worth the investment? According to research conducted by Experian, the answer is yes. Experian’s study shows birthday emails outperform other promotional emails in the following ways:
- 481% higher transaction rates
- 342% higher revenue per email
- 179% higher unique click-throughs
- 53% higher open rate
BIRTHDAY EMAIL BEST PRACTICES
Once you decide birthday emails are right for your brand, the next step is implementing best practices to ensure you are making the right connection and engaging consumers fully.
Make it personal
Use your subscriber’s name in the email. Consider sending birthday emails on the subscriber’s actual birthday as opposed to the start of the birthday month.
Create value
Offer a coupon, exclusive deal, or gift. Even better is an offer tailored to subscriber preferences and interests, should the data be available to you.
Focus on the Consumer
Be sure to include a prominent birthday message. You may even consider an email layout that looks like a birthday card or ecard. The content of the email should be about the consumer, not just your brand.
WRAPPING IT UP
The use of a birthday email allows you to have a personal connection with ALL of your subscribers. Giving them a small surprise on their special day will help to encourage engagement, build a deeper connection, and boost transactions and revenue per email. The use of birthday emails is a win-win situation for you and your consumers.
