Jun
30
2010

Everybody Loves Birthdays and Anniversaries

I love my birthday. I admit it. I look forward to it every year. I like the cards I get from family and friends. I like the coupons I get from my local restaurant. I even like the birthday card I get from my dentist.

Studies show that I am not alone.

A new white paper from Experian Cheetahmail, The birthday and anniversary report: Benchmark data and analysis for email marketers, illustrates the impact that birthday and anniversary emails can have on your email program.

There are a number of key findings within the report, including the following:

  • Total open rates for birthday and anniversary campaigns are 3 times higher than those of mass promotion mailings.
  • Transaction rates are five times higher for birthday and anniversary emails than they are for bulk campaigns.
  • Birthday mailings sent to all subscribers with known birthdays pull much higher transaction rates and revenue per email than those sent only to select or loyalty members.

I don’t know about you, but on my birthday, I want to be a bit extravagant and spend some money on myself, on decorating my home, or on a good time with some friends!

Here are a few examples of birthday/anniversary emails that have really caught my interest:

 

This email from Art.com offered me the chance to save some cash on a birthday purchase. In the study, emails that included discounts had the highest transaction rates and revenue per email of all the birthday mailings measured.

When it’s my birthday, I can’t afford forgetting to pamper myself. Aveda celebrated my birthday week by offering free gifts as a sign of their appreciation. According to the study, birthday campaigns such as these — mailed weekly or daily — had 40% higher transaction rates than those mailed monthly.

It’s always best to spend birthdays celebrating with friends. Sands Casino-Resort got my attention and really captured the birthday spirit with photo of a cake and the promise of good time. Our report doesn’t have data on the impact of cake imagery on email performance, but if I had to guess, I would say it helps!

Have fun with birthday and anniversary emails. Use these special occasions to connect with your customers, enhance their engagement with your brand, and increase your sales.

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