How to Use Loyalty Campaigns to Keep Your Database Engaged

by Tim D'Avis Second Street

Celebrate Birthdays (and Half Birthdays!)

One of the simplest loyalty emails to send is a birthday email. You likely already have your users’ birthdays, so creating this campaign can happen in a snap. Plus, get a second bite at the apple by celebrating your users’ half birthdays as well.

With a 179% higher click rate than other emails, birthday campaigns are one of the best ways to ensure your database stays active. If you’re a television or radio station, this is a great opportunity to feature your on-air or on-screen talent. If you’re a newspaper, why not dig into the archives and send the top headlines that happened on the day of their birth?

Email Engagement by Type

Send Special Offers

Emails mentioning a special offer in the subject line are a great way to start. Who wouldn’t want to receive a coupon for discounted concert tickets or free birthday pizza? These special offers get high open rates and will drive traffic straight into your advertiser’s storefront. You can further increase your open rates by personalizing the subject line with their name as well.

Send Special Offers

Include a Video – With a Play Button

In addition to an exclusive offer sent on someone’s birthday – or even in place of it – try recording a “Happy Birthday” message for your subscriber. The key is to use an image with a big play button signifying video content. This will make your readers click on the link to get to the video and exponentially increase your click-thru rate.

Send a Video

Creating a strong loyalty email program should be the foundation of your email strategy. Not only will this keep your audience highly engaged, but you’ll also see your emails themselves become more effective.

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