Birthday and anniversary messages feel personal and often perform well, because they arrive at a happy moment with a relevant offer.
Collect dates
- Ask for birthday (day and month only) at sign-up or checkout.
- Explain why: “So we can send you a birthday treat.”
- Make it optional.
Types of milestones
- Customer’s birthday.
- Wedding anniversary (for jewellers, restaurants, hotels).
- Anniversary of their first purchase or joining.
- Membership anniversaries for gyms and clubs.
What to offer
- A free dessert or drink for restaurants.
- A discount valid for the birthday month.
- A small gift with their next order.
- An upgrade or free add-on for services.
Make sure offers remain profitable with our discount calculator.
Timing
Send a few days before, so they can plan a visit or order, and keep the offer valid for a week or two.
Combine with WhatsApp
For opted-in customers, a short WhatsApp wish can complement the email; write it with our broadcast writer.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
