A customer does not have to buy anything to deserve recognition. The signup anniversary in your store or loyalty program alone is a good reason to reconnect, say thank you, and build a deeper relationship. A well-planned anniversary campaign can, along the way, encourage a first or repeat purchase.
Table of contents
- 01 What does celebrating a signup anniversary achieve?
- 02 Which tips will boost effectiveness?
- 03 What are some examples of anniversary campaigns?
- 04 Summary
01 What does celebrating a signup anniversary achieve?
This scenario is enriched with an additional content block for personalized recommendations for individual customers, as well as an offer for leads, lost customers, and inactive customers.
The practice of recognizing customer loyalty helps to:
- reduce customer churn;
- increase average order value;
- increase revenue from active customers.
We all know that anniversaries matter - they mark milestones in our lives and relationships. They are personal, one of a kind, and give us a reason to celebrate. That is exactly why we love anniversary email campaigns. They are fun and, at the same time, offer a chance to build a deeper and more meaningful relationship with your mailing list.
You can celebrate signup anniversaries in many ways - for example, as early as after the first month, if the customer was genuinely active during that time. This is a particularly interesting scenario for the group of customers who have not yet made a purchase but are active, e.g. those who visited your site within the last 30 days.
You can also celebrate the anniversary of a customer signing up for your loyalty program. It would certainly be a good move to send such a customer something special in that anniversary email, such as a "free" product costing, say, PLN 1, or free delivery.
02 Which tips will boost effectiveness?
- Try testing different times of day for sending.
- If the group is active and has received at least 3-4 newsletters within the last 30 days, you can try using a send-time optimization algorithm to increase the likelihood that the message will be opened.
- You can also exclude email addresses that may not be genuine.
- Try out different kinds of subject lines in the messages you send. Do not stop at just one subject line.
- Add dedicated content to the email based on, for example, the customer's recent visits.
- Run an A/B test on the offer. Check whether, for instance, a -20% promotion works better on the customer than a free-delivery coupon.
03 What are some examples of anniversary campaigns?
Grammarly sends an anniversary email letting the customer know that a year has just passed since they started using the product, and to mark the occasion the customer receives a special 40% discount.
Strava sums up the year of activity and shows how much and which specific activities a given user completed.
04 Summary
The signup anniversary is a simple yet underrated scenario - it lets you appreciate a customer regardless of whether they have already bought something. Celebrate milestones (the first month, a year in the loyalty program), include a small gift or offer, and personalize the content based on the customer's activity. Test send times, subject lines, and the type of offer to turn every anniversary into an opportunity to strengthen the relationship.