This scenario checks the exact purchase date of your customers and shares personalized recommendations along with a coupon that encourages the next transaction.
Implementing this scenario helps to:
- reduce customer churn;
- increase average order value;
- increase average revenue per customer;
- prompt another purchase from active customers.
An anniversary email is a message sent to a person or a mailing list to celebrate a special date or occasion. Such as a birthday, a newsletter signup anniversary, or the anniversary of a first purchase.
These emails are scheduled to go out in the month, week, or on the very day of the anniversary being celebrated. They are messages created in advance that are sent when a user performs a triggering action. Sending anniversary emails is a chance to keep subscribers engaged and turn them into loyal customers.
Why should you send an anniversary email?
Anniversary emails are a great way to retain existing customers, increase brand loyalty, and encourage a repeat purchase. Giving customers a special gift to mark the day they made their first purchase can help build trust in your company.
With the right automation tool, you can create custom anniversary emails. Here are a few basics worth keeping in mind when building this kind of automation:
- Make the email feel special, from the design and the images it contains to the gift you offer.
- Recall your shared moments, encouraging the recipient to remember the time they have spent with the brand.
- Use the email to collect customer feedback.
- Keep the tone of your message natural.
Ideas and tips for anniversary emails
- Send emails to congratulate subscribers on various milestones.
- Segment your audience and send different emails based on gender, age, customer lifecycle stage, preferences, and other important factors to deliver a personalized approach.
- Offer different gifts based on past or future (predicted) interactions with the customer, rewarding your most loyal buyers with valuable offers.
- Provide time-limited offers to drive impulse purchases.
- Use the customer's past purchase history to cross-sell products related to what they recently bought.
- Raise brand awareness with contests, encouraging customers to share photos on social media and tag your brand.
Tips and tricks
- Add recommended products based on what the customer has recently bought.
- Develop dedicated behavioral profiles using advanced segmentation.
- Create a quiz that will collect additional data about your customers' preferences that is not available in your marketing automation system.
- Personalize the email based on an individual code, the date they joined the loyalty program, the customer's city, and the amount of money they have spent in your store.
Anniversary email examples
- Asos offers the customer 10% off on the 1st anniversary of their 1st purchase. The email includes a personalized offer that motivates the customer to buy again in the store while building a bond with the brand.
- Grammarly celebrates a one-year subscription to the service.
- Zumiez offers free shipping on selected orders to mark the 90th anniversary of Mickey Mouse.
- The Habitat brand sent an email to celebrate the 1st anniversary of launching its Click & Collect service.
- The Paramount brand not only celebrates a cat's birthday but also offers a ready-made recipe for baking a birthday cake for your purring friend.