Good email marketing platforms allow you to capture subscriber data upon sign up, such as birthday/age/interest information, using a branded survey or bespoke signup form. This data can be used to automatically generate (trigger) email messages at significant dates, in order to make your subscribers feel special, appreciated and most importantly, loyal to your brand. Include a call to action in your triggered email and you are likely to see a particularly high response rate. A blog I read recently quoted:
“Happy Birthday emails from Epson produce 840% more revenue per email than the overall email program”.*
Who knows how true or accurate that figure is, all I know is, triggered email or SMS campaign loyalty incentives work on me as well as for me, and from what friends and colleagues are saying, triggered campaigns are working elsewhere too.
*Source: John Sheridan on April 13, 2011