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Birthday emails: How to boost subscriber loyalty and make more sales

Not sending birthday emails to your subscribers? You could possibly be lacking out on a possibility for higher subscriber loyalty, more engagement, and more sales.

Imagine it’s your birthday…

You roll over in mattress and seize your cellphone, sifting by texts and emails wishing you effectively in your big day. In your inbox, there’s a message ready for you with a free provide, only for you, to enable you to rejoice.

Now, how do you’re feeling? Appreciated? Special? Well, that’s the purpose of a birthday email: to make your subscribers really feel particular.

Birthday emails are a terrific expertise on your subscribers, however as a marketer, you’ll get loads of advantages from them as effectively. According to Experian, birthday email campaigns have a:

  • 342% larger income per message
  • 481% larger conversion charges
  • 179% distinctive click on charges

So when you’re questioning if you need to be sending a birthday email, our advice is sure.

But earlier than you begin sending these particular emails… you’re going to want to know your subscribers’ birthdays.

How to get your subscribers’ birthdays

On your sign-up type

Surprisingly, many companies don’t ship out birthday emails just because they don’t take the time to accumulate that info. 

So when organising your sign-up type, add a custom field to accumulate your subscribers’ birthdays. Just don’t make this a required subject, as your subscribers’ email addresses are crucial ingredient. If you may get just one piece of data, get that. Asking for an excessive amount of info can make folks not need to enroll.

But if asking for folks’s birthdays doesn’t suppress your opt-in charges an excessive amount of, add an non-obligatory customized subject for birthdays. And if you ask for somebody’s birthday info, simply ask for the day and month of their birthday. People are often keen to share the month and day they have been born, however could also be hesitant to let you know which 12 months.

Pro tip: Consider including textual content beneath the birthday subject that tells the client why you’re asking for his or her birthday. For instance, “Enter your birthday so we can send you a gift.” People are more keen to give info in the event that they know why you want it and how you’ll use it. 

Here’s how retailer DSW has arrange their sign-up type. This is a bit more info than most sign-up kinds ask for, however you get the concept. Also notice how they’ve made the birthday info non-obligatory. That’s good. 

Sign up form example from DSW which asks for subscriber's birthday information

In an email marketing campaign

It’s not too late to accumulate birthday info when you didn’t get it by a sign-up type. Simply arrange an email marketing campaign to accumulate your subscribers’ birthday info. 

Use a topic line like:

“We want to send you a birthday gift!” 


“We have a birthday gift for you, but we don’t have your birthday.” 

Let them know why you need to know their birthday, in order that they’re more possible to reply. 

Also preserve this email easy. Don’t mix requests for his or her birthday with a distinct email request, like asking for his or her zip code on the identical time.

This email from Ann Taylor is a superb instance of how to accumulate subscribers’ birthday info.

Birthday email example from Ann Taylor

Set up tags

When organising the customized fields, additionally apply a birthday tag for every month so you possibly can simply create a birthday segment that triggers an automatic birthday email marketing campaign (more on that in a second).

Make your reward one thing they can not ignore

Give your subscriber one thing they’ll be enthusiastic about and one thing you don’t often provide. Typically, birthday emails have a coupon code that may be a particular deal, or a free provide redeemable on-line or in-store. 

Everyone loves a birthday email with an irresistible coupon. Here are just a few of our favourite birthday email examples.

Hulu sends their viewers a free month.

Birthday email from Hulu with a free month

Red Robin celebrates a birthday with a free burger, no circumstances hooked up.

Happy birthday email example from Red Robin with a free birthday burger

And for dessert, Nothing Bundt Cakes give subscribers an precise mini birthday cake.

Nothing Bundt Cakes birthday email with offer for a free bundt cake

Stand out from different birthday emails

You’re most likely not the one one wishing your subscribers a cheerful birthday. So observe these finest practices to make certain your birthday emails stand out from the gang.

Birthday emails topic strains ought to be easy and direct

A easy method is often finest when it comes to the topic line. Follow the topic line construction beneath.

Happy birthday subject line structure

Keep the email message brief and eye-catching

Don’t make your subscribers learn numerous textual content. All they need is to get their reward.

1. Keep it brief, candy, and about your subscriber

This email is just not about you, it’s about celebrating this big day on your subscribers. Now is just not the time to inform your organization story. 

The message ought to want your subscriber a cheerful birthday, clarify the reward, and inform them how to redeem it. The finest birthday emails are brief and simple.

Consider utilizing a coloured button with clear instructions. For instance, “Redeem your birthday gift” or “Claim your $10 coupon now”.

2. Don’t ship generic emails

Birthday emails solely work in the event that they make your buyer really feel particular. Generic, one-size-fits-all emails don’t sometimes reduce it. 

3. Use eye-catching pictures or GIFs

Common GIFs present in birthday emails embrace balloons, confetti, and muffins. 

Forever21 makes use of a enjoyable cake reward to make their birthday email unforgettable.

Forever21 birthday email GIF showing a cake being cut

Start with a birthday email template

You don’t want to be knowledgeable designer to ship amazing-looking birthday emails. Start with a pre-designed email template and then use a drag-and-drop builder to customise it.

Here are just a few birthday templates obtainable to all AWeber clients. Just choose one of many mobile-ready birthday email templates and customise it to suit your model.

Give subscribers a present that’s straightforward to redeem

People don’t need to bounce by hoops to redeem a present, particularly on their birthday. So make certain your reward is simple to redeem.

Here’s an instance of a birthday email that will get this proper:

An example of a birthday email from Ben & Jerry's that shows how easy it it to redeem the gift

Automate your birthday email campaigns

Sending an email to rejoice every of your subscriber’s birthdays yearly seems like numerous work. Not when you arrange a birthday email automation collection.

With an automatic marketing campaign, you arrange the email and timing as soon as. Then on their birthday (or the birthday month), the email is mechanically despatched.

Check out this video for a step-by-step information to organising your birthday email automation, from organising the shape to triggering the email:

It’s straightforward to ship lovely birthday emails 

It is at all times nice to ship an email to your subscribers on their birthday, however there aren’t any hard-set guidelines. More than half of birthday emails are despatched on a selected birthday. But a brand new pattern is to ship an email initially of the birthday month to permit them loads of time to redeem their reward. 

For people who don’t redeem their reward, you possibly can at all times ship them a reminder email on the finish of the month. Start sending your birthday email campaigns as we speak with AWeber Free.

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