On average, a person receives more than 100 emails per day and it’s easy for your marketing email to get buried among them, making you wonder if it’s still a good way to reach out and get new customers. However, a study by McKinsey showed that email is still an effective way to acquire new customers - nearly 40 times more effective than Facebook and Twitter combined. Customers acquired via email also spend more - their average order value is 17% higher than those acquired via social media.
Still, not all marketing emails will be opened. Many factors can trigger customers to open an email or delete it, such as the subject line, the time it was sent, or the email type.
If there’s a kind of email that gets opened the most, then it’s the Happy birthday email. It even works better if you include a special offer, a free gift or free shipping for the birthday customer. According to Experian data, compared to other promotional marketing emails, birthday emails have:
- 481% higher conversion rates
- 342% higher revenue per message
- 179% higher unique click rates
It’s impressive, right? And it totally makes sense because the birthday email is relevant and enhances the special feeling of being “the one and only” of the recipient.
However, with more and more brands are sending out the birthday emails, here’re some best practices that you can apply to make sure your message stands out:
Use automation email
It’s impossible to remember every customer’s birthday and make sure to send an email on time, especially when your business grows. Thanks to automation, you no longer have to worry about this. Almost every marketing email tools and platforms offer this feature, and you can set up to send the birthday email on the exact birthdate or send a sequence of emails starting 1 to 3 weeks prior.
Personalize the subject and content
Keep copy short and sweet - make your birthday email looks like birthday card with cheerful and stylish graphics. And don’t forget personalization, whether it’s in the subject line or the body content. Personalized emails get opened 2.6% more often according to Retention Science. Especially on the personal occasion like birthday, make sure you create a direct contact with the recipient.
Don’t forget Call-to-action
Call-to-action, or CTA button can ensure higher click rates. Therefore, you should include a clear CTA button in every email and birthday ones are no different. But for birthdays, why not change it to something more inviting like “Get the party started!” or “Let’s celebrate!”. It’s even better if you can send them to a landing page with selected items based on the recipient’s own preferences.
Start the birthday campaign early
More than half of birthday emails are sent on the exact birthdate so it’s easy for your email to be buried. You can make your wish more special by starting sending out emails 1 to 3 weeks before the actual birthdate. Doing so will give your customers more time to take actions and you also have chances to send reminders.
Send a reminder
Many brands send birthday emails but not so many follow up to remind customers to use their discount codes or claim their gifts. Thus, this is your chance to shine and get your customers engaged.
When subscribing, customers want to know about things like promotions or latest news of the brand. Surely, mass marketing emails are still an effective tool to communicate such information. But don’t forget to make your brand stand out with personalized automated emails, of which birthday emails are examplary.