Birthday emails are perfect for strengthening customer loyalty and reminding your contacts that you’re thankful for their business. Additionally, it's clear that this type of personalized messaging resonates with people as various studies from the likes of e-commerce behemoth Shopify have shown that birthday emails have a conversion rate multiple times higher than that of typical campaigns.
Before creating a birthday email, there are some guidelines you should consider to ensure that your messaging will resonate with your contacts.
You should, when possible, attempt to:
- Personalize the email. Use your customer’s name in your headline and/or body content. For example, “Happy birthday, Robert!” However, don't over saturate the email with their information and try to avoid possibly sensitive topics like the contact's age.
- Offer a birthday gift. Use coupon codes to offer a discount, a free product, or some other store credit. It’s not worth sending a birthday email if you’re not going to offer anything. Just remember that this is meant to be a genuine gift that shows customer appreciation. It's okay to highlight products that fit the customer's interest but make sure to avoid pushing a sale.
Collect birthday information
A contact's birthday data is something that they must share with you, so you will need to ask for this information during a campaign's signup. If you are sending the birthday email with Privy email, please follow these steps. If you are sending the birthday email via a linked third-party email service provider (e.g., Mailchimp), please follow these steps.
Collect birthday data for Privy emails
Currently, birthday emails sent via Privy must be triggered on a monthly basis using the Newsletters tool. The email is sent using a custom segment based on a contact's birthday month. To collect this information, you must:
- Create a custom field (e.g., Birthday Month) by following these steps.
- Add the custom field to a campaign by following these steps.
Completing these steps will allow you to collect the required birthday information from contacts.
Collect birthday data for other ESPs
Most linked third-party providers send birthday emails based on birthday data collected in a particular format (e.g., MM/DD/YYY or YYY-MM-DD). The provider then uses that information to send the email at a particular interval, such as yearly on the contact's exact birthday. In most cases, you can use Privy's default "Birthday" field to collect this information and share it with your linked account. To collect this information with Privy and share it with your provider:
- Add the default "Birthday" field to a campaign by following these steps.
- Add a "Sync signups" automation rule to the campaigns, so the information is shared. Additional information on ensuring the information syncs properly is available in this guide.
Once the information is collected and synced to your external provider, you can use the data to create and trigger birthday emails from there. Each provider approaches this slightly differently, so please refer to their documentation for more information.
Create and send a birthday email
Note: These steps are for users of Privy Email. If you've collected birthday information with a Privy campaign and synced it to an external email service provider, create the email there.
To create a birthday email in Privy:
- Navigate to Emails + Texts > Newsletters.
- Click the New email button.
- Select the template you would like to use as a starting point and click the Choose selected button to have it applied to the email.
Customize the email
- Once the template is applied, edit the content using the drag and drop email editor. Check out a fully customized example below or download a static example by clicking here.
Configure the email sender info
Next, click into the sender info section at the top of the email editor and configure the options.
- Confirm or select a reply-to address. Any replies to the email will go to this address.
- Edit the subject line. Keep it interesting, on-brand, and concise. A subject line no longer than 7 words or around 40 characters is recommended.
- Provide preview text. The text appears after your subject line when viewing the email in the inbox and allows the addition of compelling copy that helps boost open rates and engagement. The text should be 35 to 55 characters and does support Merge Tags.
Note: The default From Name and From Address can be updated in the Sender Options section of your Business Settings. Additionally, you should update your sending domain to be your domain if you have not yet done so.
- Click the Done button once the options are configured, and then select the Save button at the top-right to exit the email editor.
Configure the coupon settings
After exiting the editor, click on the Coupon code card if you would like the birthday email to include a discount or promotion. Please Save after making any changes to these settings.
- Add a discount. Select the optional coupon drop-down menu to offer an incentive to your customers that will encourage them to complete their purchase.
Note: Unique coupon codes are not supported for BigCommerce users in newsletters. To include a master coupon, create the coupon code in your BigCommerce account and then incorporate the code directly into the content of your Privy newsletter (e.g., body content, image, etc.).
- Add a merge tag. If a coupon is selected and saved, ensure the email contains a Coupon Code merge tag. This tag will populate with the coupon code when the email is sent to customers.
Configure the recipients
From the email’s settings, click on the To card to select your recipients. The options allow you to send your email to all mailable contacts, contacts that match certain filters, or a segment that was filtered in the past. In this case, create a custom segment based on the custom "Birthday Month" field that you created earlier and then select the current month. Once these options are set, Save.
Name and test the email
With the recipients selected, name the email by clicking the Edit() icon, providing a non-default name, and clicking the Update button. This name change will make it easier to locate the email for additional edits or a performance review post-send.
With a unique name set, click back into the Design card and select the Send Test Email option at the top of the email editor to make sure all of the content displays as expected in your inbox.
Schedule or send the email
To activate the birthday email once its design, content, and settings are customer-ready:
- Click the Save button in the email builder if you haven't already.
- Scroll to the bottom of the email settings page and click the Schedule it or the Send button.
- Confirm your decision in the subsequent prompt.
Prepare for next month
A birthday email needs to be manually sent each month, so it's important to proactively prepare.
To jumpstart the process, navigate to Newsletters, select the Duplicate() button on a previously sent/created birthday email you'd like to duplicate, and update the content/settings for the appropriate month.
Now that you are using newsletters to communicate with customers: