Building Customer Loyalty with Birthday Emails
An article for those who have never received congratulations - we figure out why and how to congratulate the client on his birthday in the mailing list. We memorize basic tips and see good examples of congratulations.There are two main reasons - to please the client himself and, as a result, to increase the company's profit.
Work on loyalty
Birthday is a personal holiday, unlike New Year, Christmas, Easter and others. Congratulations on this day will remind the client that the company cares about him. And taking care of your customers is the first step towards creating a loyal audience of buyers.
Increase the likelihood of a purchase
On my birthday I want to arrange a holiday for myself. Eat something delicious, buy something long-desired, arrange a spontaneous trip. And then a discount from a long-familiar brand is rolled up in the mailing list - fate, not otherwise!
Seize this festive moment. Offer your client something useful or enjoyable, even if it's a small trifle. The main thing is that this bonus is relatively easy to get, as in this example with a free dessert for a birthday person:
Happy Birthday Email to a Client: Tips for Effectiveness
Keep in mind, your subscribers already understand that you are congratulating them automatically, using a pre-configured mailing list. And they do not mind, otherwise they would have unsubscribed long ago. But the stereotyped birthday greetings to clients look strange against this background: it was really impossible to think over the letter properly if it was prepared in advance.
We have put together a list of tips for you that will help you wish your client a happy birthday in the mailing list - appropriate, warm and beneficial for the company.
Congratulate to the place
First, decide - do you need to wish your clients a happy birthday. Think about their interests. Think back to your personal mail: I bet you clean up the chaos of ads, spam, work and personal emails every day. Put yourself in the shoes of a subscriber: do you want to receive another letter about anything? Think of what value your congratulation will have for a person.
Second, decide on your own goals. No need to make a congratulation just out of politeness. The birthday mailing should solve your problems - warm up the target audience, bring in sales, and so on.
If you have definitely decided that you will congratulate your subscribers, then proceed to the following tips.
Personalize!
Addressing by name is mandatory. This will create a sense of privacy, personal communication, even if you have one congratulation template for all.
Do not slip into platitudes
You do not need to wish for "happiness, health and love." Stretch yourself, remember the portraits of your target audience and think about what their values are. Try to come up with a congratulation for them, even a couple of lines will be enough. You can simply choose the right gift, then extra words will not be needed.
Remind in advance
Sometimes you can wish a client a happy birthday in advance. Some customers are used to using holiday discounts and are waiting for them to buy the things they want. In addition, on the day of the birthday and after it, the person will not have time for mail, and he will miss your offer.
Do not repeat
Do not send the same thing from year to year. Instead of loyalty, you get the opposite effect: carbon-copy emails tell you that companies don't care about their customers.Change at least the text of the congratulation.
Better a postcard than an advertisement
Do not put a bunch of advertising banners in your email, at most a couple of current promotions. Let the congratulatory mailing be more like a personalized postcard, as in this letter from a jewelry store:
- Converse conveyed its rebellious spirit in a congratulatory letter with black and white artwork and punk rock photography.
- Reebok made a cool GIF for writing about their products - a bunch of balloons flying away in the form of sneakers.
Make a trigger mailing
To congratulate the client on his birthday on time is the task of the trigger mailing. You can set up emails that will be sent automatically at the right time in a few simple steps. At the same time, you can personalize them - for example, make different birthday greetings to a male or female client.
Use different mailing channels
Don't get hung up on email newsletters. Other channels are also useful for short congratulations and sending a bonus: SMS messages and Viber.
Happy birthday to the client: what to remember
Happy birthday to clients is a good form. This will help you strengthen your bond and sell them the products they want.But remember that the newsletter should be useful both for the client and for the purposes of your business. What you need to do for this:
- Consider the value of the newsletter in the client's world. Choose a bonus that is easy to get and that will be useful to the client now.
- Personalize - This will create the impression of a more personal communication.
- Don't repeat the same birthday mailing list every year.
- Remove advertising from the letter as much as possible. Let the client be the focus of your newsletter, not your banners. Try to make the letter look like a postcard.
- Develop triggered mailings so that letters go to each client, and their content is automatically adjusted to the information about the client.
- Use different channels - not only email, but also push, SMS, Viber mailings.