Understanding the Birthday Email
Birthday emails, as the name suggests, are regularly sent to customers on their birthday as a way to promote customer loyalty and as promotional tools. These emails should attract attention and should differentiate themselves from other emails by creating a positive expectation. These emails contain a gift, usually in the form of a gift certificate or a discount code. If this gift meets the customer’s expectations, they will be one step closer to your online shop.
But your work is not done yet. If the customer doesn’t have a specific product in mind that is covered by the gift certificate or discount code, they are likely to put it to one side and keep it until they want or need something. This can lead to customers forgetting about the gift certificate or discount code completely, or only remembering they have it after it has expired. It would be a pity to waste such potential.
The Content You Need to Include in Your Birthday Trigger Emails
To ensure that a customer visits your online shop to redeem their gift certificate or discount code straight away, it is important to show them relevant content in the trigger email, such as products they are interested in. To achieve this, the respective customer’s click-and-buy behavior in your online shop can be used to generate relevant product recommendations in the birthday email. This simply requires:
- A tracking code in the online shop, which creates a customer history, and a
- placeholder in the email to position the relevant content.
The key here is that the birthday email is generated in real time. This means that when a customer opens their birthday email, a query is sent to the online shop in milliseconds. In this way, both the customer’s historical data and current interests are included in the contents of the email.
Despite the “one-to-all content,” individualised emails can be sent to a large number of recipients. All to increase customer loyalty and traffic. Since this is an automated process, even visits made to the online shop just before opening the email are included. To make sure that the product is actually available in the online shop, the query also looks up the item in the product catalogue. Your customer will therefore be able to redeem their gift certificate straight away. This encourages customer loyalty and traffic to your online shop, which eventually leads to the desired conversion. It’s that simple.
An Example of a Personalised Birthday Email
In the following example, you can see the content of a personalised birthday email: