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Congratulating Your Subscribers on Your Company's Birthday
the founder and the head of Mailfit and Letteros
Mikhail Terentyev, the founder and the head of Mailfit and Letteros services, told us why congratulating subscribers on the company's birthday is a good marketing instrument. Let's see the right way to use it.
Why you should congratulate the clients on the company's birthday
To check in
Marketers are always in search of an excuse to text a client, however, this excuse often turns out to be strained, like some obscure professional holiday or the third Tuesday of January. Birthdays are a pretty good excuse, 73% of marketers qualify such emails of congratulations as pretty effective. This is why it is easy to believe that the client will open this email and won't unsubscribe from the newsletter. Especially if there will be something besides the birthday message.
To recall the past
It is customary to sum up the results both at the end of the calendar year and at a certain age. This can be done not only by a person but also by a brand, especially if it has something to boast about. You can tell about your personal development, look back at the history of interactions with clients, and see your company as an already experienced one. Staying on the market for even a year is already a decent thing, and the longer, the better. In business, great age has no disadvantages.
To tell about the present time
A celebrational email can be used to share the brand's latest news, tell about some important events, or active promos. Also, as it is the company's birthday, not the client's, it won't look like bragging. You can talk about how the brand came to celebrate this holiday and the way it does this. It'll probably be interesting for the reader.
To give some hints about the future
Another good excuse to write a celebrational email is your own plans. Share all of your prospects with the readers: from new positions to future promos and development plans. Separate planned events can be easily displayed as gifts, so the readers will also probably appreciate them. It's like, you are having a holiday, but the gifts go to them.
To present gifts
A personal bonus or sales in honor of the holiday are things that would be very nice to get in an email. Thanks to this the subscribers will eagerly wait for your next birthday. Don't worry, you'll also get some gifts - they will be new orders. Increased loyalty will be your bonus, too.
Company's birthday congratulatory email: what to write
The newsletter should bring joy to the readers. It can be a small postcard or even a whole longread, but it should be decorated in a festive manner. Let the illustrators add a cake and party poppers. You can decorate it in a more interesting way - for example, use your own products or have a photoshoot for your employees. The main idea is that everyone should have birthday spirit, not only those celebrated.
Design of Email Campaigns: a Complete Manual
Matching your own image and tone of voice
Though newsletters are usually decorated with a uniform pattern, it doesn't mean that all the emails should resemble each other. You can diverge from time to time. If it is some real estate development company's birthday, its email can be strict and written in an official manner, demonstrating the brand's experience and reliability, just as always. If a fast-food restaurant chain celebrates another year of business, it's possible, of course, to write something funnier - for example, to imagine what would be on its party table.
Imagine it's not a whole company's birthday, but just one regular person's. What would they like to tell on this day their friends, how will they decide to spend their time, what will they do before and after the celebration? Ask yourself these and similar questions and describe the answers in your email. Tell about how this year was for the brand, what it can be best remembered for, what was good about it. You can also add information on the way you celebrate the holiday (if it follows your general image and doesn't harm the working process). All of this will place your brand in a good light and win more of the clients' favor.
It's a holiday for the clients too
A thought that you must bring home to the clients with your congratulatory email: the brand's birthday is a holiday not only for the company but also for the client personally. You aren't here just to boast (you shouldn't even write a letter about this), but you want to increase the clients' loyalty. Just try to evoke emotions in the reader comparable with the joy of being at a close friend's birthday party. If you succeed in doing this, it means your email went well.
Company's birthday congratulatory email: what NOT to write
Asking for congratulations
It's, of course, a customary thing to get gifts, not to give them on your birthday, but you shouldn't remind your clients of this. The idea of placing a new order being the best gift for you, even if presented in a soft and polite manner may seem insolent and annoying. Don't ask for anything from the client, even for such an occasion. On the contrary, give them everything yourself.
The same annual template
Using the same email design every year is just like sending the same postcard annually. It's easy, of course, but it has no fantasy and brings no joy. It's also not worth writing about yourself sticking to a template, let the text be fresh and relevant. Such an email will draw more of the readers' attention, while an email with an old format and text may be regarded as a token of disrespect by the reader. It risks becoming a reason for unsubscription.
All attention on yourself
Yes, usually all the attention is focused on the birthday person on a regular birthday. However, a brand's birthday is not some regular excuse and it means we shouldn't rely on this rule. Share your joy, let the readers become a part of the holiday. Even your past year's achievements can be shared with the clients. Use phrases such as "Only thanks to you...", "If it was not for you...", "Your interest helps us...". What can be better in a birthday person's speech than them pointing out everyone who came to the celebration?
Examples of congratulatory emails
Here are several nice emails that various companies used to congratulate the clients on their birthday.
Mattresses, bed linen and other products for a bedroom production company Casper gifts their subscribers a 10% off promo code for their fifth birthday. If the discount percentage is connected to the age of the brand, we're eagerly waiting for Casper to turn 50!
The t-shirt store Cotton Bureau also gives away gifts on the occasion of its third birthday, but these are not just some ordinary discounts, these are special products and promos directly connected to the number of sales. We would study and study such congratulations on the company's birthday.
Vitamins manufacturer Care/of tell about their development in numbers- the amount of vitamins produced, the amount of apps launched and the number of dogs living in the office. It not only indicates the status, but also is cute.
The educational portal theSkimm, celebrating five years on the market, shares the statistics - not general, but personal. It shares when the subscriber joined and calculates the amount of days they've spent together. It's harder to personalize an email this way than to just roll out the same numbers for everyone from a technical point of view, but it's more interesting.
And the video game Fortnite, celebrating just a year, mainly gets the reader with the help of artwork. An email with a minimal amount of text looks festive, making you want to join the game right now.
Now you know
Email marketing is a rare area where even on your birthday you can make money. You just need to compose a congratulatory email on the company's birthday properly, and you will be able to extract tangible benefits from it. It is unlikely that you can think of a better gift for a brand's holiday.
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