Two years after the original post, I'm still wondering why so few companies that collect birth dates at sign-up send a simple note on their customers' birthdays. Of everything I'm subscribed to with my personal and test email accounts, only Cirque du Soleil and OkCupid are doing something on this unique and, I bet, high-open-rate day. I haven't seen any company with a page or an app on Facebook doing anything either.
Chad White of the Retail Email Blog that tracks over 100 retail email campaigns commented that "birthday emails are rare among retailers as well". Is there a cultural reason behind this that I am missing?
I work at the Second City comedy theater in Chicago. People in our Second Citizens email group get a free ticket for the month of their birthday. It doesn't create extensive traffic but we do pull in some extra people on off-nights. Definitely doesn't hurt.
ReplyDeleteWWE sent me an email with the subject, "Happy Birthday Juan, here's a special offer just for you!" I actually had a problem with this. First, it was sent too early. I received it on July 1. My birthday is July 27. Also, it seems like the "special offer" wasn't just for me. It was probably for everyone in their database whose birthday fell in July.
ReplyDeleteIf the email was sent on my birthday, I would've appreciated it more.
Ilya, is today your birthday?
Thank you, Dillon.
ReplyDeleteJuan, no, not my birthday -- just got to clean up my mail finally.
On my birthday I received maybe 25-30 e-mails with all sorts of offers. How many did I read? Probably 0.
ReplyDeleteI think this is a standard textbook example of database-integrated email marketing campaigns. I wouldn't expect huge conversion rates...
@Jan - great, now I'm thinking it's my fault I'm not getting anything on my birthday. :)
ReplyDeleteBut I'd love to see a sample email or two.
Previously airlines, Coke and select clothing companies sent me birthday wishes without an attached offer.
ReplyDeleteI found this enduring and have noticed more loyalty to the companies; however, I've also noticed that I'm not receiving them anymore. Perhaps it is a budget killer during recession times, which is a shame since it is a perfect time to build brands.
@Jan - great, now I'm thinking it's my fault I'm not getting anything on my birthday. :)
ReplyDeleteBut I'd love to see a sample email or two.