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 ...

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 Presentation Transcript

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