Birthday Emails - 2022
Earlier this year, as with every year before, I celebrated my birthday!
What I was excited about this year were the inbound birthday emails. And I’m finally able to dissect them. As an email marketer, I think birthday reminders are a key program to use to drive long-term customer retention. It’s a great excuse to pop into an inbox, say hi, and remain top of mind (while at the same time driving purchase). I give my birth date away so frequently during signup that I should start making notes of who I give it to and brands that don’t congratulate me on another trip around the sun.
Although most tactics with birthday emails are similar (offer a discount). I saw some strategies that tI wouldn’t have expected, and I was pleasantly surprised.
On the other hand, I also received some emails I think could have done more for me and the brand alike. Not hearing from a brand for 6+ months and then getting a “happy birthday” is nice, but it feels very “Facebook wall post” from a friend you’ve lost touch with.
Aeroplan
Aeroplan is a rewards program attached to Air Canada. I was actually really surprised and completely delighted to see them in my inbox. As I scrolled down this email, a little plane followed my action all the way to the end.
GIF used in email.
What was offered
FOUR options I could choose from (I was able to give myself 30-days before the offer expired).
25% off base fare
10% vacation package
500pts with purchase
100pts no conditions attached
My review
I was able to choose the option that best suited me, which was really neat. I went with 100pts, because I didn’t have any plans of purchasing a flight within the window specified, but I can use those points at a later date to hopefully redeem a flight.
Overall, the design hit the mark, the gift was clear, and I truly viewed this email as a birthday freebie.
Experteer
I honestly have no idea what Experteer is, or when I gave them my birth date. I wish I could give you more information on who and what this is.
What was offered
7 days of premium. Again, I feel like this company doesn’t maintain a consistent presence in my inbox because nothing comes to mind when I see this. I don’t know what this Premium subscription is or why I’d benefit from it.
My review
I think this email could have done more for me. I want to have a better introduction from the brand, and I want to know more information about what Premium is, and also… why it ties into my birthday.
Nintendo
I am a huge Nintendo fan. I would pay good money to re-experience Zelda, Breath of the Wild for the first time again, and my Switch comes on every vacation with me.
What was it
A non-specific birthday gift that I could redeem? The email, although eye-catching and well designed, was a bit confusing because when I went to click on the Redeem Now CTA, unfortunately, the experience on the website wasn’t reflective of what was advertised in the email. I was dropped onto the website with no landing page specific to the offer or educational direction on where to do. Because nothing was legitimately specified in the email, I don’t know what I should have been excited for.
My review
Thanks Nintendo? The sentiment was great but sometimes specifics would be beneficial. I think this is a prime example of how QA’ing the whole experience is extremely important!
RBC
Ah, a bank.
What was it
This was a standard “happy birthday” email with nothing too crazy going on! It prompted me to look at offers I was eligible for (although these are not tied to my birthday).
My rating
Aside from the topic, I really did like the layout of the email (not the center alignment) which included a link to download the app, and multiple touch points to engage with the product. It’s too bad they couldn’t have thrown me $1,000 as a birthday gift, but RBC people, there’s always next year!
Sephora
Sephora is one of my favorite birthday programs. Primarily because they let you redeem a gift during your birthday month.
What is it
This email was a standard happy birthday. I had already redeemed my gift in an order a few weeks prior, so I was curious if they omitted me from the promotion of it by leveraging this knowledge.
My review
Horoscopes, first name personalization, a dynamic points calculator! I can’t get enough of this email.
Conclusion
Birthday emails are a VERY fun opportunity for brands to lean into if it complements the existing lifecycle you have with your subscribers.
From reviewing the above, when looking to create a birthday strategy, you can ask yourself some of these questions:
Does the birthday touch point relate to an existing relationship?
When was the last time they might have heard from you?
Are you offering them some time free, or are there ties to redeeming the birthday promotion?
What other data can you leverage to strengthen the promotion?