Birthdays: some folks love them, whereas others dread them. No matter how you’re feeling about this annual reminder of passing time, for electronic mail entrepreneurs, birthdays are a possibility to construct relationships with prospects.
A standard approach to do that is with the birthday electronic mail, utilizing automation and buyer knowledge to ship subscribers a reduction or freebie. All this could go a great distance in making a constructive expertise along with your model and rewarding loyal prospects.
This submit covers why and how to create a birthday electronic mail advertising and marketing marketing campaign, plus efficient birthday electronic mail examples.
Why ship a birthday electronic mail?
It’s possible you’ll be questioning how this electronic mail advertising and marketing tactic can profit your online business. The birthday electronic mail can:
- Nurture your relationship with present prospects: Retention is a crucial stage of the buyer journey as a result of it takes the client from an off-the-cuff, one-time purchaser to a loyal, returning buyer. Birthday emails reward and encourage buyer loyalty by displaying them you care about their expertise.
- Improve word-of-mouth advertising and marketing: Pleased prospects usually tend to inform their mates in regards to the nice birthday deal they simply scored.
- Result in extra gross sales than common promotional emails: In accordance with a report by Experian, birthday emails have 481% increased transaction charges than different promotional emails and generate 342% increased 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 electronic mail campaigns. However first, you might want to collect the fitting buyer knowledge.
Methods 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’ll be able to ask for this info after they join your electronic mail record or in a follow-up electronic mail after they subscribe. Both approach, be clear about why you’re asking for this info 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 types needs to be brief to make it fast and straightforward for folks to hitch your electronic mail record. So if you wish to keep away from making your kind any longer by asking for a date of delivery, you may ship an electronic 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 under.
Parts of a profitable birthday electronic mail
Let’s check out the weather that’ll give your birthday emails a greater likelihood of producing conversions.
1. Timing
There’s a short window to ship a birthday electronic 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 at the start of the recipient’s delivery month. This offers the recipient time to buy and resolve how they need to use their low cost code, redeem their freebie, and so forth. It additionally accounts for transport time so recipients can get their order by their birthday. For instance, this birthday electronic mail from Sephora went out 2 weeks earlier than the recipient’s birthday, and it accommodates a present to redeem on-line or in shops.
Different manufacturers, like Starbucks, ship birthday promotions only a few days earlier than the recipient’s birthday. This is sensible for a espresso store, because the recipient may have it prime of thoughts to get a drink on their birthday—plus there’s no transport concerned.
2. Celebratory topic line
Topic traces are your first likelihood to seize the recipient’s consideration. To do that, birthday electronic mail topic traces ought to use celebratory phrases and clearly state the e-mail accommodates a birthday supply.
The above Sephora electronic mail had the topic line “Pleased (early) birthday, Carly!” It’s brief and candy and takes benefit of personalization, which we’ll focus on later. Moreover, the Starbucks topic line under 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 electronic mail to easily ship pleased birthday needs to the recipient is a missed alternative. Whereas it’s a pleasant sentiment, this strategy gained’t enable you to obtain the advantages we mentioned at the start of this submit. As a substitute, seize the chance to indicate prospects you care about their special occasion whereas encouraging them to have interaction with your online business by providing a reduction, coupon, reward, or reward.
Within the instance under, Hole features a 25% low cost supply. This results in a win-win for the sender and recipient whereas serving to to extend electronic mail engagement.
4. Deadline
All the e-mail examples we’ve seen up to now embrace a deadline to redeem the reward or low cost, corresponding to the tip 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, however it offers them a bit wiggle room to resolve how they need to spend it.
In the event you ship a birthday electronic mail at the start of the month, contemplate additionally sending a reminder electronic mail a number of weeks later to present the recipient yet another likelihood to redeem their low cost or coupon code earlier than the month ends.
5. Festive design and replica
The birthday electronic 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 “rejoice,” “get together,” “reward,” and “birthday deal with” are a certain approach to seize the sentiment of a cheerful birthday.
One other approach to make birthday emails extra dynamic is to include a GIF. A easy animation, like falling confetti, could make your message extra attractive. Study how you can create a GIF and how you can insert a GIF into an electronic mail.
6. Eye-catching CTA
Along with making your recipients really feel particular, birthday emails ought to enable you to obtain the excessive returns we mentioned on the prime of this submit. And some of the vital parts to assist with that’s the name to motion (CTA).
Be sure the CTA button catches the attention instantly by utilizing contrasting colours, strategic placement, and clear copy, like “redeem now.” Learn up on CTA greatest practices to study extra.
7. Personalization
Everybody needs to really feel particular on their large day, which is why birthday emails needs to be as personalised as potential. Including the recipient’s title within the topic line and replica is a superb begin. However you may take personalization a step additional by together with info such because the recipient’s native retailer or suggesting gadgets they is likely to be excited by primarily based on previous purchases.
In spite of everything, 57% of recipients say personalization influences whether or not they discover an electronic mail memorable, and also you don’t need them to neglect your birthday supply.
Ship pleased birthday emails with Twilio SendGrid
Clients put plenty of belief in manufacturers after they share private info, like their delivery date. Birthday emails are a good way to reward this belief, put buyer knowledge to good use, and reap the advantages for your online business whilst you’re at it—and Twilio SendGrid has acquired you lined with electronic mail advertising and marketing automation.
E mail advertising and marketing automation is vital to a profitable pleased birthday electronic mail marketing campaign—when you arrange your automation, you may relaxation assured you gained’t neglect your recipients’ large day. Study extra about what you may obtain with electronic mail automation and how you can arrange your first automation with Twilio SendGrid.
Then, join a free Twilio SendGrid account to strive it for your self.
