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What can the implementation of a branded anniversary email bring us?

2 February 2023 Ariadna Gubern Comments Off

In the past we've been talking about which emails are most likely to generate engagement. Today we will focus on one of them, the anniversary email with the brand. We will see what it can offer us and why it is interesting to implement it (if it fits) in our email marketing strategy.

What does this type of email consist of?

The anniversary email with the brand, as its name indicates, is the one that is sent to the users of a database when they reach "X years" of subscription with the brand or company, when they made their first purchase or, for example, when they used your service for the first time. Therefore, we could say that it is an anniversary greeting and its function is to remind the user of how long they have been a customer and to thank them for it.

What can you bring to your email marketing strategy?

We are talking about a type of email that not many brands and companies have implemented despite the fact that it is not a difficult process to achieve it. What's more, there are three clear reasons why it is a benefit to your email marketing strategy:

- User loyalty: Having that contact with the user is a good way to get them to keep us in their minds. top of mindWe also show how excited we are to be able to celebrate the date with him. It is a gesture that shows that we care about the customer and that adds points when it comes to having a good brand image. All of this, leads us to have their attention, to gain their loyalty and to avoid their flight to the competition.

- Generate more engagement: As we explained previouslyAs this is a communication that users do not receive often, when this email arrives in their inbox, it will be much more special and they will open it. To do this, it is important to make clear in the subject line the reason for the message. Normally, birthday or, in this case, anniversary emails are related to gifts or discounts. If the user detects it just by looking at the subject line, we increase the chances that they will open it to see what we are saying/offering them.

- Possibility of achieving transactions: Sending this email can be a good opportunity to achieve a conversion. It is interesting that, as far as possible, we add to the greeting some incentive that leads the user to make a transaction: gift, discount, special offer, etc. It is about making the most of the engagement that this email has and use it for your own benefit.

How can we implement it?

The anniversary email with the brand is a type of campaign that we can automate so that it is sent automatically when it is the designated date. To do this, we must create the flow of the programme, create the filter involved and have designed and laid out the campaign in question so that it is sent to all the countries we want. Afterwards, we will have to test that everything works correctly and then we can schedule the campaign, either at a fixed time or at a specific time. STO and launch it.

If, for example, we have created a filter that identifies users who have been subscribed for one year, then as soon as the date is reached, the users in question will be entered into the programme through this filter and the campaign will be sent to them.