- October 6, 2015
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Birthday Email Greetings Grant ROI Wishes
By now, most integrated marketers know that email marketing is one of the best tools to document ROI.
And according to the experts at Fusionfarm, one of the biggest benefits comes from segmenting your list and targeting customers. If carried out effectively, you could see a rise in sales. As blogger Stacey McGurk writes, “And when it’s the right offer to the right person at the right time, it creates an even bigger win.” Personalization is a hot topic, as we covered previously in, Four Ways to Modernize Your Email Marketing.”
Fusionfarm’s McGurk suggests offering your customers something special for their birthdays as one strategy for targeted email marketing. (It’s part of the trigger-based email marketing technique we explored in an earlier post.) She recommends considering three elements for this type of integrated marketing campaign: timing of the email, value of the offer and the content.
McGurk cites two examples you could use to kick start your own birthday email campaign, one from the national retailer, Anthropologie, and another from City Looks, a local small business – a terrific way to create loyalty among a local customer base. Here’s how she breaks down the success of the birthday offer from City Looks:
Timing: “While I am opted-in to receive their emails, it was a pleasant surprise to open my inbox on my birthday to see, ‘Stacey, Happy Birthday from City Looks Salon & Spa,’ with a complimentary $20 gift to use on the salon or spa service of my choice.”
Offer: McGurk points out that the $20 gift is like cash to be used on the service of her choice. This flexibility is convenient for the customer, making it a valuable offer.
Content: The email copy was friendly, consistent with City Looks integrated marketing branding and included a clear call to action. The salon and spa created a distinct offer with clearly defined instructions about how to use and redeem it.
“Email marketing is effective for businesses because you are sharing content and offers with people that have opted-in to hear from you,” McGurk believes. “When you segment your subscriber list with a more targeted offer, like on their birthday, the potential for success rises.”
One way to boost the effectiveness of this method even further is to keep your email subscription list up to date. Here’s how to get started.
