Automated Birthday Emails:
Gone are the days of ecards—Birthday emails are the best way to celebrate. Additionally, birthday emails are one of the most effective emails you can send.
- Birthday emails have a 481% higher transaction rate than promotional emails.
- Birthday emails generate 342% higher revenue per email than promotional emails.
- Birthday emails have 179% higher unique click rates than promotional emails.
The birthday email automation workflow is triggered when the day and month match the birth date mentioned in the subscriber profile. Your automated birthday email will only be sent out to people who have this information available. The trigger doesn’t take into account the year, meaning your birthday email will be sent out every year from the moment you set it up.
Automated Birthday Emails are the mails sent out by the companies to its customers on the information provided by customers as their birthday which contains some special discount, offers or coupons which are valid only for a particular person on a particular day i.e. their birthday. An automated birthday email is easy to set up, strengthens the customer relationship and can help you increase engagement and sales.
Birthday emails delight your audience, improve loyalty and retention, and generate long-term business results.
How to send an automated birthday email to your subscribers:
Sending an automated birthday email each year requires you to collect your contacts’ birthday information.
One option is to collect the birthday at the beginning of your relationship, right when they sign up. Simply add the birthday field to any sign-up forms you use. Remember to keep your form as short as possible so people are more likely to complete the information.
Offering a birthday coupon or gift can be a great way to entice people to join your list in the first place. Let them know that they’ll be added to your regular email list and the value they’ll receive from those emails.
Entice potential subscribers with a gift for their birthdays.
If you have existing contacts, but not their birthday, ask them to update their profile with you. Every email you send includes an “update profile” link in the footer. Direct your subscribers to click the link and complete the form.
Also, let people know why you’re asking them to update their profile. You might say something such as “We’d like to send you a special gift on your birthday. Please update your profile with us.”
How do I build this workflow?
- Create a new workflowand give it a name, for example: “Birthday email”
- Select the trigger The anniversary of a date
- Select the subscribergroup that needs to receive the birthday email
- Create a date field(or write birthday if you don’t have the field yet). MailerLite will take information from that field
- Leave the Use this date field settingto on, meaning the email will be sent on the day itself. Then select the time
- Create a new birthday email. Use personalization to address the reader even more personal, for example by using their name in the birthday email
- Turn the workflow on
What to send:
Birthdays are synonymous with gift giving, so give your subscribers something they can’t pass up. Typically, birthday emails have a special deal, offer or free gift. Often, these deals can be used online or in-store, and should be easy to redeem.
Here are a few ideas that you can use:
- A can’t-resist coupon:
Give subscribers a real birthday treat by offering a can’t-resist coupon. For example, offers $10 off of a $50 purchase to your customers. Send the email at the beginning of the month and allow the subscriber the entire month to redeem the coupon before it expires.
- Mystery savings:
Send a mystery coupon to your subscribers on or before their birthday. You can use a tool like Scratch-it to create an offer that enables subscribers to “scratch” a digital card to reveal their 10, 20 or 30% off coupon.
- A free gift:
Everyone loves freebies on their birthday. Why not give your subscriber a free gift?
Have the birthday boy or girl come to your store to claim a free gift, or provide a coupon code to use online to receive the gift in the mail. The gift can be something small like a laptop sticker, an appetizer or service upgrade. You can require a minimum purchase to claim the free gift if you’d like.
- Free shipping or discount:
On a subscriber’s birthday, try to clear any obstacle that keeps him or her from placing an order. For example, as a birthday treat, offer to provide free shipping and take care of the sales taxes by discounting the item by 8% (or whatever the sales tax rate is in your area.) It’s a simple gesture that could entice a subscriber to buy.
- Fun gifs:
In this email from Outdoor Voices, their marketing team does a great job of staying on brand while also acknowledging a special occasion with this birthday greeting. Here, the gif adds a light-hearted and celebratory tone to a simple-yet-genuine message. And a discount code never hurt anyone, either. Outdoor Voices proves that you don’t have to do anything super fancy or different from your regular branding—a simple and genuine message goes a long way.
- Send a reminder:
To make sure your subscribers remember to take advantage of their birthday offers, send a reminder email. Reminder emails generate rate increases of at least 20% in open, click-to-delivered, average order value and revenue per email, according to Experian data.
- Use automation:
Even the most organized business couldn’t possibly keep track of every subscriber’s birthday and send an email offer on that day. Fortunately, you don’t have to.
Automation turns what could be a tedious, time-consuming job into a few clicks. Use automated emails, which are emails that are automatically sent to a subscriber when certain conditions are met. In this case, when the subscriber’s birthday arrives, an email is automatically delivered to his or her inbox.
- Personalize subject lines and messages:
When you get a birthday card in the mail, the person sending it personalizes it, right? Of course. That’s what makes the card special. You should do the same thing with your birthday emails. Use a subscriber’s first name in the subject line and inside the email message.
Emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns.
- Create a clear call to action:
Every email should have a clear call to action, and birthday emails are no different. Make sure your call to action stands out. Use a colour that’s used sparingly for the button colour and create an action-oriented call to action for your button. Something like “Claim your $30 Coupon now” or “Redeem Your Birthday Gift”, or “Shop Now”.
- Keep the message short:
The best birthday emails are short and simple. The message should wish the subscriber a happy birthday and explain the treat. There’s no need for long copy.
- Make it festive:
It’s a celebration. Birthdays are fun, so make sure your birthday emails have a festive feel to them. Use images which shows happiness, fun, and you may also use big, bold letters and a fun design or a promo code. Use a combination of colourful text and images to make your birthday emails stand out. Use confetti, party streamers, balloons, birthday cake, or pictures of people at a party to liven up your email.
All these ideas and suggestion will help a company to not only increase sales or revenue but also will lead to a better customer relation, loyalty and most importantly brand image.
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