Did You Remember My Birthday?
December 1 was my birthday. This year, there was no stress about getting a year older because it is a do-over year for me. You see, all last year (up until October) I thought I was the age I just turned last week. When I realized I had been making myself a year older for almost the entire year, I laughed. So when I actually turned the age I thought I was, I didn't stress. I actually just enjoyed the day.
That meant, in part, that I actually read all the marketing e-mail I got. Yep, for fun. Why? I'm a workaholic, and I love it. If you're a workaholic in the digital space or even a just businessperson in the digital space, you might also enjoy reading marketing e-mails for fun. (Workaholics call it "trend watching" so people don't call us losers.) Or maybe you share some of my other interests: shoes, tech gadgets, travel, and shopping at Staples. Outside of work, I'm almost a normal person. I love cooking, exercising, going on last-second adventures, and hanging out with my two kids. Before I became a workaholic, I used to spend time volunteering with deaf children and at animal shelters.
I share my hobbies with you because in a few paragraphs, I'm also going to share with you the birthday e-mails I got. See for yourself which marketers got it right. The bottom line: everyone should send a happy birthday e-mail. They work!
In my 13-plus years in e-mail marketing, I have recommended birthday e-mail messages as a part of many strategies. Whether you're targeting workaholics, shoppers, or even volunteers, people love to feel special on their birthday. A birthday e-mail is very powerful. On average people open 80 percent of them if the subject line references a special birthday message or wish.
And if your company is sophisticated enough to link average spend and offer to the person you are sending it to, a birthday e-mail can be a powerful revenue generator.
Interestingly enough, the birthday e-mail trend hasn't caught on yet with many companies. That should change. Retailers and service companies are missing a unique opportunity to strengthen their relationship with their customers. A birthday is something 100 percent of your database has.
So, who remembered my birthday?
Modell's did! Modell's sent me a 15 percent off certificate to buy something anytime in the next 11 months and 364 days. It was appropriate, as I shop there fairly frequently for running gear. Good job, Modell's.
Zappos did, kind of. My coworkers sent this shoe lover a gift certificate, but Zappos didn't deliver it to me until the day after my birthday -- and after the awkward looks from my coworkers who were wondering why I didn't thank them for the gift. Bad job, Zappos.
Saks didn't. I have had more "executive meetings" with people in the last 12 months than I've had in my life before. This included going to the Emmys and needing a gown. Saks has seen way too much of my paycheck this year and considers me a super valuable shopper. It's a shame the retailer didn't think I was important enough to wish a happy birthday to.
Staples didn't either. Boo hoo. There's a Staples right outside of my building. An offer for a free notebook would have gotten me in the door to buy much more.
Delta did! Unfortunately, I don't fly Delta anymore. I live in Jersey, so Continental is my airline of choice (although it didn't remember my birthday). Delta's e-mail was almost irrelevant to me, but I opened it anyway and actually searched for my next flight on Delta because the airline remembered my day.
Disney remembered "Giovanna's mom's birthday" and offered me a discount to bring her back to Disney. Very cute (I think she sent that one herself).
Plaxo and Facebook reminded everyone else it was my birthday, but neither took the time to wish me a happy birthday. Odd, don't you think?
In the end, my birthday was awesome. Plaxo and Facebook messaging generated many happy wishes from lots of friends who made me smile. I just wonder why marketers don't take the time to significantly increase their brand equity and retention levels with a simple happy birthday e-mail. It might just be the 2009 effort you need to try.
Join ClickZ Expert Dave Evans for Conversational Marketing: How to Develop a Successful Social Media Strategy on December 15 at 3 p.m. EST. This free Webinar will teach you practical steps to developing the social dimensions of your overall marketing program.
Jeanniey Mullen is the chief marketing officer for Zinio and its sister company, the exclusively digital magazine VIVmag. Jeanniey is recognized as a pioneer and visionary in the digital marketing and advertising space, with an expertise in e-mail marketing.
Prior to Zinio, Jeanniey was the senior partner and global executive director of the e-mail marketing and digital dialogue practice at OgilvyOne Worldwide. She worked with such clients as IBM, American Express, and Yahoo. In the mid-2000s, Jeanniey founded the Email Experience Council, the world's largest e-mail marketing trade organization. She currently serves as the executive director of the EEC, which is now owned by the Direct Marketing Association. Before that, Jeanniey ran her own advertising agency. And in the late 1990s, Jeanniey created the global e-mail marketing division inside an advertising agency at Grey Direct.
Jeanniey is a frequent speaker on a variety of topics including e-mail and digital marketing, brand development, and publishing. She is also a published author with two books in her portfolio, including "Email Marketing: An Hour A Day." She sits on the advisory boards of a number of innovative organizations, including the Social Media Advertising Consortium and the Online Marketing Summit.
Article Archives by Jeanniey Mullen
Why I Read Spam - Jul 6, 2009
Taking a Second Look at E-Mail - Jun 22, 2009
Midyear Checkup for Your E-Mail Marketing Efforts - Jun 8, 2009
The Life of an E-Mail - May 11, 2009
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