VerticalResponse Blog

Every year each one of your customers celebrates a birthday/anniversary of the first time they’ve done business with you. Your business also celebrates its own anniversary doesn’t it? This is a built-in opportunity for you to build better customer relationships with email marketing. If you’re not sure where to start with your birthday and anniversary loyalty programs, we have some helpful ideas.

Email Subject Lines

According to Experian Marketing Service’s “Birthday and Anniversary Report,” last year these were the top five birthday subject lines based on open rates:

  1. A special gift for your birthday
  2. Happy Birthday {FIRST_NAME}
  3. Happy Birthday From {Company}
  4. Your Special Birthday Bonus
  5. A special gift of 20% off for your birthday

It’s no surprise that these subject lines drew high open rates because they connect with the subscriber on a personal level using words like you, your, and personalizing using the recipient’s first name. And of course most people like being acknowledged and made to feel special on their birthday, so this is an easy one!

Email Creative & Examples

VerticalResponse recently celebrated our 10 year anniversary and we had a great time using the occasion as a way to reach out to our customers and thank them for helping us get there.

Some members of my team also received the following birthday and anniversary emails in their inboxes. Hopefully they’ll spark some inspiration for your biz!

1. Subject Line: Snappy’s turning 11 – Celebrate with 50% off photo books

Screen shot 2011-04-01 at 11.34.57 AM

Snapfish’s email is particularly eye-catching because they play off their 11th birthday by offering 11 days of savings. You can easily do something like this for your business, too.

Screen shot 2011-04-01 at 11.35.17 AM

2. Subject Line: Happy Anniversary from Being Yoga

Screen shot 2011-04-01 at 11.36.25 AM
Although Being Yoga doesn’t provide an offer, they give a sincere and heartfelt “thanks” which works well for their business. Birthdays are the ideal time to let your customers know how much you appreciate them!

Do you send out anniversary or birthday emails to your audience? If so, what’s worked for you?  

© 2011 – 2012, Contributing Author. All rights reserved.

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