Saying Happy Birthday –How to Build a Top Tier Birthday EmailProgram that Delights and Drives Revenue
About the Speaker / Silverpop• Loren McDonald   • VP, Industry Relations   • Twitter: @LorenMcDonald   • Google+: +LorenMc...
Why Birthday        Emails?       Agenda        7 Steps forQ&A                      Success       Additional         Ideas
Why Birthday Emails?
1. Everyone has a birthday!
2. They get results!
Birthday Campaign Indexed Results…
3. They are a piece of cake!
So why are 7 of 10 marketers spectators?
48%“We don’t collect the data”
Are you missing the birthday party?
OK, let’s dive in…
Goals?    Testing /                                     Delivery  Optimization                                Schedule?   ...
Step 1: Establish Your BirthdayProgram Goal(s)
Goals Branding and • Birthday wish   customer   • Touch = incremental engagement     revenueDriving online • Direct revenu...
Other Considerations   Use of      • Capturing age year  birthdate      enables additional     data        targeting      ...
Step 2: Determine a DeliverySchedule
Initial Birthday Email Delivery Options    On the birthday itself      In the birthday week       Within a few weeks of th...
Survey: 75% send on birthday or      up to a week before
Step 3: Collect the Data
Which Data to Collect?MonthMonth DayMonth Day YearSurvey: 2/3 collect day/month/year
Birth Data: Required or Not?
Be Transparent
Social Login…     Can help capture birth date…
Social Profile Data by Network     Email                                                 Name                   ...
Collect Birth Date Everywhere   Preference center     Welcome emails      Call center, in-store cards     Standalone email...
Step 4: Offer: Greeting Only orIncentive?
No incentiveNavigationA different kind of “touch”
NoincentiveOK, Let’shave alook…
Standard Retail Incentive
Results• 52% Open Rate• 13.8% CTR• 10% higherconversion rate thantheir broadcast emails
Step 5: Single or Multiple Emails?
Survey: 77% send one email;      23% 2 or more
Birthday and Belated Birthday Email
Birthday Follow On Emails                             Share                Convert                            Request Birt...
Received March 1 for March 16 birthday
How about 2-3 more emails?e.g., March 16, 30 & April 20   Received March 1 for March 16 birthday
Step 6: Design Your Email
Sample Subject Lines• “Happy birthday!”                                 Be creative, but be clear                        ...
 Unique copy for each month Famous birthdays 35 days
CreativeUniqueOriginalFun
 Where do  your eyes  focus? Navigation? Links? CTA  button?
Thinkcontext!
Step 7: Testing and Optimization
Things to Test          Forms: Required, Language, Location                      Incentives                     Subject Li...
Things to Optimize / Add                      Forms             Design for mobile devises                  Calls to Action...
Additional Thoughts / Ideas
Happy 1/2 Birthday First Name! We have a         SURPRISE just for you!
Birthday – Tell Your Friends…
Birthday – Tell Your Friends…
Get Creative“Anniversaries”SpousesChildrenPetsFounders
B2B???Birthday emailsaren’t limited toB2C marketers
Selected Takeaways         Start collecting birth date        Consider an incentive / CTA          Use personality in copy...
Birthday Blueprint Whitepaper Available
Q & A / Contact      Loren McDonald Twitter: @LorenMcDonald lmcdonald@silverpop.com  Google+: Loren McDonald       Thank y...
Birthday Email Programs Examples
Birthday Email Programs Examples
Birthday Email Programs Examples
Birthday Email Programs Examples
Birthday Email Programs Examples
Birthday Email Programs Examples
Birthday Email Programs Examples
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Birthday Email Programs Examples

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A well-designed birthday email program can be the gift that keeps on giving. In addition to giving you an opportunity to reach out to your customers with a highly relevant message, it also has the potential to generate high ROI on a relatively low level of effort.

Despite these benefits, Silverpop research has indicated that seven in 10 email marketers aren't wishing their subscribers happy birthday. Even worse, three out of the four email marketers who don't send birthday emails say they don't intend to start.

In this session, Silverpop's Loren McDonald sharea a seven-step Birthday Blueprint to help marketers build a successful birthday email program from the ground up. Specific steps outlined will include the following:

Setting the Right Goals
Collecting the Right Data the Right Way
When to Send the Emails?
Determining the Right Approach—Incentives or no Incentives?
Designing the Right Message
Single or Multiple Emails
Things to Test and Optimize

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  • The No. 1 reason marketers don’t offerbirthday email programs: They don’t collectbirth date information (48 percent).
  • Get data from their social profile and use progressive forms to get the rest over time.
  • Frankie, Johnny & Luigi – Fishbowl client
  • 52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
  • Hearst Media – client – B2B birthday example
  • Birthday Email Programs Examples

    1. 1. Saying Happy Birthday –How to Build a Top Tier Birthday EmailProgram that Delights and Drives Revenue
    2. 2. About the Speaker / Silverpop• Loren McDonald • VP, Industry Relations • Twitter: @LorenMcDonald • Google+: +LorenMcDonald
    3. 3. Why Birthday Emails? Agenda 7 Steps forQ&A Success Additional Ideas
    4. 4. Why Birthday Emails?
    5. 5. 1. Everyone has a birthday!
    6. 6. 2. They get results!
    7. 7. Birthday Campaign Indexed Results…
    8. 8. 3. They are a piece of cake!
    9. 9. So why are 7 of 10 marketers spectators?
    10. 10. 48%“We don’t collect the data”
    11. 11. Are you missing the birthday party?
    12. 12. OK, let’s dive in…
    13. 13. Goals? Testing / Delivery Optimization Schedule? 7 Steps to Birthday EmailDesign Success Data # of Emails? Incentives?
    14. 14. Step 1: Establish Your BirthdayProgram Goal(s)
    15. 15. Goals Branding and • Birthday wish customer • Touch = incremental engagement revenueDriving online • Direct revenue benefitor offline visits • Incentives – margin and revenue impact
    16. 16. Other Considerations Use of • Capturing age year birthdate enables additional data targeting • Subscriber, or? Who is the • Spouse/partner, target? child, pets, etc.
    17. 17. Step 2: Determine a DeliverySchedule
    18. 18. 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
    19. 19. Survey: 75% send on birthday or up to a week before
    20. 20. Step 3: Collect the Data
    21. 21. Which Data to Collect?MonthMonth DayMonth Day YearSurvey: 2/3 collect day/month/year
    22. 22. Birth Data: Required or Not?
    23. 23. Be Transparent
    24. 24. Social Login… Can help capture birth date…
    25. 25. Social Profile Data by Network Email        Name           Location        Birth Date       Gender    Friends/Contacts        Profile Photo        Interests    Source Janrain
    26. 26. Collect Birth Date Everywhere Preference center Welcome emails Call center, in-store cards Standalone emails / Surveys Social media
    27. 27. Step 4: Offer: Greeting Only orIncentive?
    28. 28. No incentiveNavigationA different kind of “touch”
    29. 29. NoincentiveOK, Let’shave alook…
    30. 30. Standard Retail Incentive
    31. 31. Results• 52% Open Rate• 13.8% CTR• 10% higherconversion rate thantheir broadcast emails
    32. 32. Step 5: Single or Multiple Emails?
    33. 33. Survey: 77% send one email; 23% 2 or more
    34. 34. Birthday and Belated Birthday Email
    35. 35. Birthday Follow On Emails Share Convert Request Birthday Open/Click Incentive No Action Reminder
    36. 36. Received March 1 for March 16 birthday
    37. 37. How about 2-3 more emails?e.g., March 16, 30 & April 20 Received March 1 for March 16 birthday
    38. 38. Step 6: Design Your Email
    39. 39. Sample Subject Lines• “Happy birthday!”  Be creative, but be clear  Use humor as appropriate to• “Happy Birthday (Subscriber Name)” your brand• “(Subscriber Name) Happy Birthday”  Make CTA/incentive key focus  Get beyond “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”
    40. 40.  Unique copy for each month Famous birthdays 35 days
    41. 41. CreativeUniqueOriginalFun
    42. 42.  Where do your eyes focus? Navigation? Links? CTA button?
    43. 43. Thinkcontext!
    44. 44. Step 7: Testing and Optimization
    45. 45. Things to Test Forms: Required, Language, Location Incentives Subject Lines Copy Design / Imagery
    46. 46. Things to Optimize / Add Forms Design for mobile devises Calls to Action Multiple Emails Measure Compare to Other Emails
    47. 47. Additional Thoughts / Ideas
    48. 48. Happy 1/2 Birthday First Name! We have a SURPRISE just for you!
    49. 49. Birthday – Tell Your Friends…
    50. 50. Birthday – Tell Your Friends…
    51. 51. Get Creative“Anniversaries”SpousesChildrenPetsFounders
    52. 52. B2B???Birthday emailsaren’t limited toB2C marketers
    53. 53. Selected Takeaways Start collecting birth date Consider an incentive / CTA Use personality in copy Use a series of emails Think outside the birthday
    54. 54. Birthday Blueprint Whitepaper Available
    55. 55. Q & A / Contact Loren McDonald Twitter: @LorenMcDonald lmcdonald@silverpop.com Google+: Loren McDonald Thank you! On Twitter: @Silverpopwww.slideshare.net/silverpop www.silverpop.com

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