Creating Personalized Email Marketing Campaigns That Celebrate Your Customer

August 25, 2022

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All day, every day, consumers get bombarded by companies trying to sell to them.

Many of these companies only know their customers by demographic and spending habits, unconcerned about what goes on in these consumers’ lives.

There is the same holiday cycle, where based on the month, consumers have come to expect emails designed with the same holiday colour scheme, with the same boring details.

These are the types of emails that simply get overlooked during daily inbox checks. It’s time to change what people expect when it comes to your seasonal marketing emails. It’s time to get personal! In this post we’ll be looking at how you can create personalized emails for special occasions. We’ll be looking at:

Birthday’s
Obscure holidays
Seasonal trends

So, what are you waiting for? Here are our top tips for creating personalized email marketing campaigns for those special occasions that celebrate your customers:

1) Birthdays

Most people love their birthdays. Some people don’t. Regardless of how you feel, everyone deserves to feel special on their birthday.

When compared to other email campaigns, birthday emails have a 481% higher transaction rate, a 342% higher revenue per email, and 179% higher unique click rate.

With these statistics in mind, there is clearly a great opportunity to get customers buying from you and make them feel special while they do so.

But how can you make your birthday emails more personalized?

Birthday Email Best Practices

Focus on Sending Birthday Emails at the right time
- Your company’s birthday email marketing campaigns can go a long way by setting the right sending triggers. The most important trigger is ensuring that a “gift” is sent to your customer in advance of their actual birthday.
- You can also excite and remind customers about their special birthday discount or deal by sending an email reminder a week before a customer’s birthday and another one within a week of their birthday passing.
Make Sure the Email is Personal
- Your customers will receive lots of emails on a daily basis, so you have to make sure that your email stands above the rest. This is especially important for birthday emails. When setting up birthday email triggers, ensure their name is included in the subject line and within the email body.
- In addition, you can include copy that makes your customer feel special, like “just for you”, “celebrating you with…”, or “on your special day”. Of course, keep the copy specific to your brand but with a unique touch for your customer.
Make it Special: Don’t Send Generic Offers
- If you’re going to make a whole birthday campaign and personalize it for every client, you have to make sure that what you’re offering is special too. Some well-appreciated deals include a special birthday discount, a free gift in addition to their regular order, or any of these offers combined with free shipping. Do what you can, based on your business, making sure there’s an expiry date on anything you plan to offer.

So, there are three tips for sending better birthday email campaigns to your customers, but who already does this well? Let’s take a look at some examples below:

Examples:

In the examples below by The Woman Concept, Starbucks, and Sephora you can see that each examples uses a great copy, creative design, and a great gift or discount to entice customers to act on the deals:

2) Obscure Holidays

Christmas, Valentine’s Day, Eid Mubarak, Mother’s Day, etc. We all celebrate the same generic holidays every year.

A huge mistake that many companies make, is that every time, they’ll send out generic email campaigns with the same boring content.

Of course, it is important to include these holidays in your campaign schedule to help convert customers.

But there are other unique holidays that you can explore based on your business scope.

This is a great opportunity to send better emails than your competitors.

It’s a fun time to “celebrate” with discounts and stand out from all the other emails your customers receive on a daily basis.

Best Practices for Using Obscure Holidays for Email Campaigns

Think Outside the Box
- Sometimes you may look at a list of obscure holidays and think, “none of these applies to my business.” But this doesn’t mean you can’t get in on the fun. Look for parallels in the holidays to your business and use them in your campaigns.
- For example, ‘No Trousers On The Tube Day’, celebrated on Jan 12^thcould be a great opportunity for a clothing brand to highlight non-trouser items like tops, dresses, skirts, and accessories.
- For some examples that you might want to think about using in your email campaigns, you can see a great list of obscure holidays in this article
Make it a Time for Celebration with an Offer
- Obscure and interesting holidays aren’t on most people’s radars, but it’s a great opportunity to have fun, bring awareness, and stand out in your customers’ inboxes. In collaboration with some creative email copy and eye-catching designs, you can get customers excited about the holiday with an exclusive offer. This can be from free shipping to a discount on any products related to the holiday of your choosing.

Examples:

Kiss My Keto and Floraly are two businesses that do this really well and you can take inspiration from.

As you can see from the examples below, each company uses unconventional holidays to celebrate with their customer and make each holiday fit to their business scope within their email marketing campaign.

2) Seasonal Trends

If you sell outside the UK, whether to Europe and/or beyond, you are likely to have customers undergoing different seasons at different times that you can lock in on.
Your customers may start bunkering down for the winter months at a different time to you, preparing for local fairs and farmers’ markets in their area, or getting ready to take that beach holiday they’ve been planning for months during your winter.

By segmenting your audience by location, you can make the best use of these seasonal trends.

It’ll show that your business in tune with your customer and that your thinking of their needs.

Target Your Campaign to Offer Tips and Solutions with Your Products/Services
- When creating your seasonal campaign, think about what issues your customers might have when preparing for the season. You can address generic problems facing your target customer or think about specific obstacles they might face during the season. Make sure to highlight the issue in your subject line and offer a solution in the body of your email with your products and/or services.
Create Urgency with Your Offers
- Seasons come and go, and you want to express that with any discount or deal you may offer. Setting your email marketing campaign to go out when a season starts or when it’s about to end with a limited-time offer creates the urgency you’re looking for to generate more sales.

Examples:

With the email marketing examples below from Moon Juice and Trilogy, they give their customers information about the Summer and Winter Solstice and include a call to action that drives customers onto their site.

Shearings uses the late summer to incentivize people to book holiday travel with a minimal amount to put down to book.

Each of these are great examples of how you can use seasonal trends to your advantage when it comes to email marketing.

Give Your Customers a Reason to Celebrate
Email marketing campaigns that take the time to celebrate, educate, and excite customers through a personalised touch make them feel like they’re less of a targeted demographic and more of a person you’re happy to have as a customer.

Takeaways