A birthday is the easiest reason to get in touch there is — and the Dates they told you about email makes it automatic. This guide is the what to write and when, trade by trade. For switching it on, see Birthday and anniversary emails.
Three rules for every trade
- Write for any date. One design covers every date a member gives you, and the email cannot say which date it is — there is no tag for it. "Something to celebrate?" works for a birthday, an anniversary and the day they got the dog. "Happy birthday!" does not.
- Only members who said yes get it. It goes to members who said yes to your offers and haven't unsubscribed — once per date, per year, and never more than two date emails from you in a day.
- Your team honours the offer. The email cannot attach a voucher code or track who used one. If you make an offer, write it plainly — "show this email at the till" — and tell your team what it says, because they are the ones who will be asked. Want a code? Write it into the words yourself.
By trade
How early to send: 3 to 5 days. Enough for a treat to be planned, not so early it's forgotten.
What to ask: "When's your birthday?" (A date) and "What's your usual?" (Words).
Subject: Something to celebrate, {firstname}?
Words: "A date you told us about is nearly here. Pop in that week and your next coffee comes with a slice of something — just show this email at the till."
Milestones: 10, 25, 50 and 100. A daily habit gets there quickly.
Choosing milestone numbers
The Milestone email thanks a member when they reach a number of visits you choose. Tick any of the suggested 10, 25, 50, 100, 250 and 500, or add your own — any whole number from 5 to 1,000, up to six in all. Each number is sent once per member, and only to members who said yes to your offers.
Pick numbers your regulars actually reach. Think about how often a good customer comes in each month: a café regular reaches 25 in a couple of months, a salon client might take a couple of years. A thank-you nobody ever gets thanks nobody.
Where the dates come from
Members give you dates by answering your questions — from the Get to know you block in your emails (the welcome comes with it switched on), or in their own app settings. No date question, no dates: see Asking your members questions and Writing a welcome email that brings people back.
Ask only what you will use. A date and one favourite are plenty — and never anything sensitive.
A date that's the same for everyone
Mother's Day, Valentine's Day and Christmas are not dates a member tells you — they are the same for everyone. For those, send a message campaign by email and schedule it for the right morning: see Sending a message campaign by email. If you might edit it after scheduling, remember that editing a scheduled campaign drops its email.
In one sentence
Pick a lead time that suits your trade, word the email so it fits any occasion, make an offer your team knows to honour — and choose milestone numbers your regulars will actually reach.