Hey guys!
What’s up?
My name is Kate, and it means that you’re
watching a new video on the SendPulse channel.
Today, I’m going to be your tutor in creating
a milestone email.
We’ll talk about possible triggers for such
messages and bring you up to speed on the
ways to get the necessary information about
your subscribers to build them.
To begin with, emails dedicated to different
milestones have nothing to do with traditional
holiday campaigns.
These are automated messages that companies
create based on specific milestones in the
personal life of their subscribers or their
relationship with the brand.
Milestone emails usually help companies to
improve customer loyalty and keep subscribers
engaged.
Moreover, it’s a handy way to wake up users
that have gone inactive.
Thanks to the personal information behind
these emails, they are highly personalized
and relevant.
So, it’s hardly a surprise that the conversion
rate of milestone emails is from five to six
times higher compared to regular messages.
Okay, we’ve talked enough about numbers.
So, it’s time to move on to the examples
of such emails and think out how to get personal
information to create them.
Let’s start with birthday emails.
The primary thing you need to congratulate
your subscribers on time is their birthdates
or at least birthday months.
For this, add a relevant field to your subscription
form so that people can share their birthday
when they join your mailing list.
Check out how Lonsdale collect birthday dates
of their prospects.
A person cannot subscribe to emails from the
brand until they fill in the obligatory “Date
of Birth” field.
However, if you don’t want to make your
sign-up form too long, there is another option.
Send an email with a link to the preference
center so that your subscribers could specify
their birthdates there.
By the way, people are not into sharing their
personal data, so you may use a special offer
to get this precious information.
That’s exactly what True Citrus do.
First, they intrigue with an affirmative subject
line and then embed a link to the personal
account in the call-to-action button.
Following the link, a user can add their birthday
and get a present in return.
When you’ve got the required information,
it’s time to think about the content of
your emails.
Fill them with friendly wishes and offer an
exclusive discount to the person whose birthday
it is.
But don’t forget to add that it’s limited
in time if you want to boost your sales.
Take a look at the example from Clinique.
They sent a birthday email offering free shipping
which expires in 30 days.
Your company’s birthday is another special
occasion to celebrate your customers’ engagement
with the brand.
Such email can be an opportunity not only
to introduce the team behind your company
but also to communicate your brand story.
And of course, a bonus or a special offer
won’t go amiss.
For example, BH cosmetics celebrate their
birthday, but all the presents go to their
subscribers — a three-piece gift set and
free shipping with orders over $25.
Important milestones for brands and customers
do not end here.
Apart from birthdays, they include anniversaries
from subscription, registration or from the
first order.
Membership updates like reaching a new loyalty
status can also trigger such emails.
For example, you can present free shipping
to your all-time customer for their tenth
order or give a discount to a person who has
been a part of your mailing list for a year.
By the way, you don’t need to wait long.
Have a look at the example by Dorothy Perkins;
they celebrate six months since a recipient
has joined their list offering 20% off the
next order.
So there you are!
Proceed to our blog post for more tips on
how to create a milestone email.
The link is in the description below.
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See you next week!
