Any and all love care and greeting, especially when it comes to such a wonderful holiday as a birthday. Nobody has ever retained kind and heartfelt words, cute cards and pleasant gifts, surprises. And both best friends wish to make a birthday person’s day, and professional e-marketer also tends to congratulate customers by sending special happy birthday emails. What is it necessary to wish in a birthday email, and why is it so important not to forget about the congratulations campaigns and how to make such campaigns automated? Let’s discuss these and other issues in our blog.
Congratulatory mailing: why is this so important?
A good rule of thumb is that birthday emails are the most effective type of mailing. Regardless of what the promo is, the personal offer sent to the client’s name works better than the mass sales. At the same time personalized content, beautiful design, sincere wishes with love, all this instantly increases your audience loyalty.
Experian’s study shows how it is important to send happy birthday emails:
- high conversion — 4.8 times higher compared to the promotional campaign;
- frequent clicks — happy birthday emails messages 1.79 times have more unique clicks compared to advertising letters;
- increased profitability — eCards increase profits by 3.4 times than advertising emails.
Consider happy birthday email templates used by world-renowned companies to achieve maximum efficiency. You’ll probably get great ideas.
Along with the question “how” should a letter look like, many marketers are interested in when exactly to send congratulations? According to Experian, 55% of greetings are sent directly on the birthday, over 38% of messages are sent 1-3 weeks before the celebration. We recommend experimenting and sending congratulations a few days before. So you will allow the client time to complete the required actions and you will be able to send several reminders. Thus, the client will not forget to use the special offer on his birthday. Statistically, the reminder messages have 20% higher conversion rates than the messaging without them.
Configure to send birthday wishes by email a few days before the birthday, where one of the first messages will be a notice of the promo that starts on the subscriber’s birthday. Don’t forget to mention if the offer is available after the birthday as well. Use several communication channels such as e-mail, text, messengers.
Benefits of automated greeting campaigns
Keep in mind that you can automatize every boring and time-consuming work to operate in a couple of clicks. If you are planning to send just one letter, you can skip the automated birthday emails script configuration and plan a simple daily one. And for subscribers to receive different content every year, remember to regularly change the content and design.
However, you can open a lot of possibilities with an auto birthday email:
- starting with a simplest to a complex scenario, and planning for both greeting messages and special offer reminders;
- correcting the actions depending on whether the letter was opened, whether the link was followed, what was the response to the message “before” the birthday;
- the possibility of connecting additional communication channels to enhance the greeting email.
In any case, automation is intended to simplify e-mail marketing tasks. However, it is important to know the basics of email birthday wish creating. Only after understanding them, you can create a good and exciting message, and then you can configure their auto-sending. Find the most effective tips below.
Reliable and relevant data as part of the success of the greeting
If you do not collect data on birthdays, as well as other information that could help to create greeting emails, just send a message to your subscribers asking them to update their profiles. Alternatively, add a dynamic questionnaire directly to the letter body. What would you get? In addition to collecting the necessary data or updating it, but you will also hint at upcoming surprises and birthday presents. We assure you; such stimulation will work much better than meager requests to fill the fields in front of the questions.
Focus on content and design
A standard message like, “Congratulations! May you be healthy and happy!” minimizes a chance to please anyone, because it is not able to cause pleasant emotions. But kind and sincere words in a brief form combined with the holiday attribute, cool visualization, and GIF-animation will make the person-pleasant. If you want to use the modern birthday email template, you will notice that most of them do not have poetry congratulations or “Walla” text. No one reads it. And God forbid you to use pictures for decorations or ready postcards from the Web!
We recommend you not to include advertising of goods or services in your greeting message. This is true not only for birthday emails, but also for anniversary email about the company’s birthday and other personal events. There is no negativity or pressure. The phrase is like, “Your birthday present awaits you! Take it in time!” probably gives the opposite effect.
We also recommend paying special attention to the topic and the headings. The words and phrases “Congratulations”, “Happy Birthday”, a brief promo, gift, discount information, associated with the holiday event, have a special magic and motivate opening and reading of letters.
A birthday is a fun event, so make sure your letter conveys the holiday spirit. Use the celebration symbolics, big and bright letters, fun design, animation.
Use personal congratulations and wishes
If you have a heterogeneous audience, be sure to personalize your campaigns. Group the subscriber base and prepare an individual birthday email template for each segment: though it were advanced youth, young mothers, or businessmen. But general neutral mailing is the best option for a group with “joker in the pack”. The text may also differ, for example, for men and women, young customers, and mature audiences.
Discounts and gifts: fat chance without them!
It’s hard to argue with that, but we advise you to be a little bit cautious about it. Yes, a birthday is a wonderful reason to make a client pleasant by providing a bonus or a free present. It’s fancy and memorable. But keep in mind that the next time a subscriber will expect not only words and symbolic discounts, but also substantial gifts if you have pandered him at least once. So, there are two sides to the same coin. That is why we recommend working with design and content as much as possible, rather than “buying off” with a gift. If you do decide to make a surprise, be careful that it is received quickly and easily.
Ideas for “Happy Birthday!” mailings
Let us move from theory to practice. We have three of the best birthday congratulations. Our collection includes Starbucks’ company and its excellent example of greeting messages. Concise, beautifully designed, capturing text is the secret to the success of their campaigns.
And here’s Topshop’s congratulations “bribe” with its simple, bright design and a promo as well!
And let’s talk about a classic of the genre: a pleasant banquet among friends, confetti, balloons, and a friendly atmosphere. What could be better? Wine.com achieving its goal using only 20 words thinks in such terms.
We’ve collected the best recommendations for you to make your congratulations mailings amazing:
- a beautifully designed letter, a bright picture, an animated effect, and a pleasant font works the best;
- the subject and the title should immediately indicate that it is a greeting letter;
- the content should be succinct, original, and personalized;
- think of a good joke, because humor is not only possible but desirable in birthday cards;
- place the discount, bonus, gift information so that it is immediately visible and the essence is clear;
- make relevant gifts, because the jigsaw is not the best gift for a young girl as you may know;
- there should be no typographical, grammatical, or lexical errors in your letter.
For the finale, when writing and choosing the design, imagine yourself receiving such a letter. Do you want to open and read it? If so, send it safely!