You want to build long-lasting relationships with your
clients, right? Have you ever sent them
a birthday card?
Incorporating a birthday email program into your marketing
is an easy, relatively inexpensive, and potentially very profitable way to show
your clients you care about them.
Birthday emails have higher unique click rates than regular promotional
emails (179% higher, according to a February 2014 study by Experian Marketing
Services), and they help you build a rapport with clients that can open
opportunities for business later.
To maximize your impact, keep the following tips in mind:
1.
Personalize your subject line. According to Experian Marketing Services,
emails with subject lines that include first-name personalization have 17%
higher unique open rates than emails with subject lines that don’t include
personalization.
2.
Personalize your message. Your clients trusted you enough to give you
their birth date. Don’t disappoint
them. Make sure your message includes
something special: a free product or service relevant to their prior purchases,
or a special discount or price you don’t generally offer. The email should feel like a gift, not an
advertisement.
3.
Send a reminder email. Whether you send out your
birthday email one month early or on the client’s big day, sending a reminder
increases open rates by 20%, according to Experian. Only 12% of brands, however, send them.
If you don’t have customer birth dates as part of your
database, consider running a promotional campaign to collect them. Let customers know you want to help them
celebrate their birthdays with a special treat.
Or, make it part of your email sign-up page or online order form. Be sure to explain why you want the
information to encourage participation and diffuse hesitation.
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