For most of us, birthdays are an exciting time. Another year of life experienced and a fantastic opportunity to celebrate with close friends and family. So, why aren't retailers using their customers' day of celebration in campaigns more?
Retailers getting in touch with shoppers on their birthdays is nothing new, but still not as readily exercised as it should be. Everyone wants to feel special on their big day, so making sure your birthday email are as personalised as possible can be a big win - generic birthday greetings won’t cut it for long; by using customer behavioural data you can really advance the campaigns you're sending to customer - it's essential to maximise what you know about them to create experiences that they'll truly love.
With Ometria recently celebrating its 6th birthday, we looked back at birthday emails we've received over the past year to come up with a list of good examples (and we've made some advanced suggestions about how they could be improved, too).
For more in-depth tips on advancing your automated campaigns, read our guide which breaks down the 8 campaigns you should be sending and how to perfect them.
Tips on how to create an advanced birthday campaign:
- Segment your campaign or use dynamic content to change up the incentives you send, based on lifecycle stage (e.g. sending your VIPs an extra special gift, or increasing the incentive for those who are yet to purchase for the first time), gender, or other demographic factors.
- Make sure that the data you have is accurate (double-check it's actually their birthday, did they share this information with you when subscribing to your emails? If not, you can instead celebrate the day they subscribed to your marketing as an anniversary)
- Include dynamic recommendations in the email based on the recipient's taste profile