Personalized email campaigns that acknowledge recipients' birthdays or anniversaries are more successful at engaging their target audiences, generating higher open rates, transaction levels, and revenue, according to research by Experian CheetahMail.
Among email campaigns studied, open rates for birthday mailings were over three times higher than for mass-promotion mailings sent to the same clients: 56.2% vs. 16.8%. Open rates for anniversary campaigns were nearly three times as high: 34.4% vs. 12.9%.
Moreover, transaction rates for birthday campaigns were nearly five times higher than standard bulk campaigns: 0.49% vs. 0.10%. Transaction rates for anniversary campaigns were nearly six times higher: 0.63% vs. 0.11%.
Birthday and anniversary campaigns' revenue per email also soared well above bulk rates:
- Anniversary emails generated nearly seven times more revenue, on average, than bulk mailings to the same clients: $0.66 vs. $0.10 per email.
- Birthday emails generated over twice the revenue of bulk mailings to the same clients: $0.51 vs. $0.20 per email.
Below, other findings from The Birthday and Anniversary Report by Experian Marketing Services.
Daily deployments of birthday emails registered slightly higher transaction rates than birthday emails sent 1-2 times per week: 0.64% vs. 0.61%. However, both daily and weekly birthday mailings pulled roughly 40% more transactions than those deployed monthly (0.43%).