Birthday Email Programs Examples
description
Transcript of Birthday Email Programs Examples
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Saying Happy Birthday – How to Build a Top Tier Birthday Email Program that Delights and Drives Revenue
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About the Speaker / Silverpop
• Loren McDonald• VP, Industry Relations
• Twitter: @LorenMcDonald
• Google+: +LorenMcDonald
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Agenda
Why Birthday Emails?
7 Steps for Success
Additional Ideas
Q & A
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Why Birthday Emails?
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1. Everyone has a birthday!
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2. They get results!
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Almost 25X
better…
Birthday Campaign Indexed Results…
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3. They are a piece of cake!
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So why are 7 of 10 marketers spectators?
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48%“We don’t collect the data”
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Are you missing the birthday party?
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OK, let’s dive in…
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Goals?
DeliverySchedule?
Data
Incentives?# of Emails?
Design
Testing /Optimization
7 Steps to Birthday Email
Success
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Step 1: Establish Your Birthday Program Goal(s)
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Goals
• Birthday wish• Touch = incremental
revenue
Branding and customer
engagement
• Direct revenue benefit• Incentives – margin
impact
Driving online or offline visits and revenue
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Other Considerations
• Capturing age year enables additional targeting
Use of birthdate
data
• Subscriber, or?• Spouse/partner,
child, pets, etc.
Who is the target?
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Step 2: Determine a Delivery Schedule
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Initial Birthday Email Delivery Options
On the birthday itself
In the birthday week
Within a few weeks of the birthday
At the start of the birthday month
Well in advance of birthday
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Survey: 75% send on birthday or up to a week before
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Step 3: Collect the Data
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Which Data to Collect?
Month
MonthDay
MonthDayYear
Survey: 2/3 collect day/month/year
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Birth Data: Required or Not?
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Be Transparent
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Social Login…
Can help capture birth date…
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Name
Location
Birth Date
Gender
Friends/Contacts
Profile Photo
Interests
Source Janrain
Social Profile Data by Network
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Collect Birth Date Everywhere
Preference center
Welcome emails
Call center, in-store cards
Standalone emails / Surveys
Social media
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Step 4: Offer: Greeting Only or Incentive?
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No incentive
Navigation
A different kind of “touch”
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No incentive
OK, Let’s have a look…
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Standard Retail Incentive
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Results
• 52% Open Rate
• 13.8% CTR
• 10% higher conversion rate than their broadcast emails
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Step 5: Single or Multiple Emails?
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Survey: 77% send one email; 23% 2 or more
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Birthday and Belated Birthday Email
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Birthday Follow On Emails
Birthday
Convert Share Request
Open/Click Incentive
No Action Reminder
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Received March 1 for March 16 birthday
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How about 2-3 more emails?e.g., March 16, 30 & April 20
Received March 1 for March 16 birthday
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Step 6: Design Your Email
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Sample Subject Lines
• “Happy birthday!”
• “Happy Birthday (Subscriber Name)”
• “(Subscriber Name) Happy Birthday”
• “Happy Birthday from (Name of Company)!”
• “A birthday wish from (Name of Company)”
• “Free (Product/Item) at (Name of Company) for Your Birthday!”
• “To mark your special day”
• “Happy Birthday! Enjoy 25 Free Reward Points!”
• “Birthday Gift from (Name of Company)”
• “Happy Birthday, (Name of Subscriber) – Take 15% Off”
Be creative, but be clear Use humor as appropriate to
your brand Make CTA/incentive key focus Get beyond “Happy Birthday”
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Unique copy for each month
Famous birthdays
35 days
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Creative
Unique
Original
Fun
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Where do
your eyes
focus?
Navigation?
Links?
CTA
button?
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Think context!
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Step 7: Testing and Optimization
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Things to Test
Forms: Required, Language, Location
Incentives
Subject Lines
Copy
Design / Imagery
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Things to Optimize / Add
Forms
Design for mobile devises
Calls to Action
Multiple Emails
Measure Compare to Other Emails
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Additional Thoughts / Ideas
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Happy 1/2 Birthday First Name! We have a SURPRISE just for you!
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Birthday – Tell Your Friends…
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Birthday – Tell Your Friends…
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Get Creative
“Anniversaries”
Spouses
Children
Pets
Founders
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B2B???
Birthday emailsaren’t limited to B2C marketers
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Selected Takeaways
Start collecting birth date
Consider an incentive / CTA
Use personality in copy
Use a series of emails
Think outside the birthday
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Birthday Blueprint Whitepaper Available
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Q & A / Contact
Loren McDonaldTwitter: @[email protected]+: Loren McDonald
Thank you!On Twitter: @Silverpop
www.slideshare.net/silverpopwww.silverpop.com