As marketers, we have different objectives to achieve.
However, we all know that our main objective is to improve our conversion rates.
To achieve this, we spend our time developing an email marketing strategy, creating the perfect email template, looking at the content, and gathering data. I’m often interested (actually, I’d say annoyed rather than interested) when I give my date of birth to a brand and then don’t receive a “Happy Birthday” email from them. Therefore, when I do receive one, I open it and appreciate the brand a bit more. Yes, I know it’s a triggered email that they sent to everyone else in their list, but it’s still nice to receive an email from the brands I’m subscribed to wishing me a happy birthday.
If you’re looking for an easy way to nurture your subscribers and keep them engaged, I’d suggest setting up a birthday email. Whether you have a strategy in pace or you haven’t started to develop yours yet, I’ve selected some of the emails I’ve received on my birthday to inspire you.
The colour palette, the wrapped presents and the birthday card are perfectly in line with the brand. Additionally, the copy of the email is in the right tone, making the subscriber feel special. However, I’d change some things about this email: for instance, the CTA text seems quite aggressive and desperate to sell. Why not write something like “let’s celebrate” instead? And even though they’ve used my name in the subject line, why not also add it to the copy inside the email? Adding my name into the copy would make such a difference in making me feel loved by the brand.
I love the idea behind this email. The typical IKEA tag that you can find on any piece of furniture at any IKEA store used to wish me a happy birthday. However, as in the above example, this email has a lack of personalization. If there is a brand that definitely has my name (apart from my bank or my gas, water, electricity and telephone company) that’s IKEA. Why not write my name on the tag, instead of ‘to an IKEA favourite’? I mean, they are talking about me specifically in the copy. So, why not add my name to the tag, as they do with their furniture? (Not that I’m a piece of furniture, but that’s the idea behind their email, isn’t it?).
Not On The High Street
I think this is one of the best birthday emails I’ve received (besides Winterbourne’s). The cupcake with the candle, the copy… It does, however, lack personalization (which could be added as they do have my first name stored somewhere in their CRM), but the copy and even the CTA text nevertheless make me feel special. It’s all about me, and who doesn’t like being spoiled on their birthday?
- Personalize your emails. If you have your subscriber’s date of birth, I’m sure you have their first name. Why not use it? It’s a nice touch that can make a huge difference in your relationship with them.
- Be subtle. Yes, you have a KPI conversion to achieve. We know it. But try not to be too obvious. It’s true that in sales emails like Black Friday or Cyber Monday you need a ‘salesy’ tone of voice. However, if you use it in your birthday email, you may make them feel that you’re wishing them a happy birthday because you want their money, and that you don’t really care about them.
- Test the treat. Are you going to give them a coupon or a discount? Maybe you’ll achieve more conversions if you give them a free gift when they make a purchase. Test different treats and check which one works best for your brand.