Even if you’re the curmudgeon of the family who doesn’t like to celebrate outwardly, it does make you crack a smile when someone remembers your birthday. What’s cool about birthdays? It’s personal. You know what? Your customers like it when you remember their birthdays too. Many big brands use this tactic and you could probably say most people expect to get them by now.
If you can gather a customer’s birthday in the process of doing business, it’s a great way to remember them and do something special. This can be a simple email that says, “Hey, it’s your birthday so take 10% of your order today.” or it can just be a message that says, “Happy Birthday! Here’s a free eBook as a gift.” Your email doesn’t need to sell anything, just give them a reward for being a customer or a subscriber of your email list. Just decide in advance what your goal is in sending the message. Are you looking to engage with your customers or drive revenues? Either way there should be some call to action even if it is a reminder to follow your social media outposts or to stop in for a free birthday gift in your store.
Birthday emails help build trust, but don’t be creepy towards your customers and subscribers. Notice I said customers and subscribers. People who have not purchased anything from you or engaged with you already would feel creeped out if they receive a birthday greeting when they haven’t built any trust with you yet.
Switch It Up & Give Gifts on Your Birthday
Another birthday opportunity is for you to give the gifts on your birthday. You can reverse the tables and giveaway something on your own birthday as the business owners. Popular ways to drive sales have been “Pay What You Can” for the day or doing a “Buy One; Get One” offer. Just be sure to set the rules clearly so your offer doesn’t bring undesirable results. Set a minimum for Pay What You Can and limits to BOGOs. Use the special birthday offer to build your list by letting potential customers know that they can receive a gift on their birthday by subscribing. Promote your offer on social media, but link to your email sign up page.
Use the special birthday offer to build your list by letting potential customers know that they can receive a gift on their birthday by subscribing. This is a great way to encourage them to provide their birth date. Getting the month and day is plenty of information and most people don’t mind providing that since social media profiles like Facebook often ask for that too.
When to send the birthday email?
If your Call to Action includes a purchase, it is a good idea to give the customer plenty of time to make a buying decision. Receiving a special deal on a cruise doesn’t work if you only give me 24 hours to create and confirm travel plans. By sending them a few weeks ahead, you’re allowing the person to comfortably make the decision without feeling pressured. Just be sure to send a reminder email so they can take advantage of the special deal. If your birthday email is just a creative, fun recognition go ahead and send it a couple of days before. Sending it on the actual day runs the risk of not being read in time and feeling like a belated greeting after the fact.
It’s about getting personal.
The main point about sending birthday messages is that it is the ultimate personalization no matter what the goal or Call to Action is. Just take the time to decide on a strategy that works for your business and spread the good wishes! Since today is my birthday, I’m going to give away the gifts to my dear readers. Join my webinar on Building a Social Media System this Friday, you will receive the newest eBook on The Marketing Hourglass written by John Jantsch and a special offer for a future social media program. I can only give away a limited number of offers so be sure to register before Friday. The webinar is great for any small business owner who is curious about how to use social media with the biggest returns.