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Everyone wants to feel special on their birthday. Make sure you don't miss this opportunity for 1-1 engagement.
This tactic is available with all product packages.
Contents
Overview
This demand generation tactic sends an email 7 days before customer's birthday with a voucher. This is followed up 1 week later with a reminder if no purchase has been made.
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Objectives & Strategies | |
| This tactic supports the Revenue objective by contributing to the following strategies: |
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Emarsys products used | |
| From the Essentials package, this tactic uses: |
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Advanced package users can enhance it with: |
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Max AI package users can enhance it with: |
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Data sources | |
| Required data sources: |
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Assets you will need
Account assets required
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Voucher pool
You will need to upload a pool of voucher codes to use as incentives.
Automation Center program
Program name: Birthday
Entry node
The program starts with a Recurring filter node that runs every day and filters for Date of birth = today (ignoring the year).
Segments
The segments used in the program (with their filter criteria) are:
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Tactics Library - Birthday Reminder Segment
- Predict last purchase date was in the last 7 days OR is empty.
- Excludes contacts from the reminder email if that have made a purchase.
Actions required by you
- Set the Participation Settings. To be safe and prevent abuse of discounts (e.g. by customers changing their date of birth), set this to re-entry after 365 days.
- Set the recurring schedule for the Recurring filter entry point. This is set to daily at 00:00 by default.
For Max AI users, you can activate the Send Time Optimization option in the Email node to tailor the launch time to the recipient's response behavior.
Email campaigns
1. Email name: Tactics Library - Birthday - Initial
Personalization and blocks used
- The first name of the contact will be referenced in the subject line.
- A voucher is used as an incentive.
- Recommended products will be pushed to a 4-column Predict widget.
Actions required by you
- Point the CTA button URL to your homepage.
- Upload the voucher (generic or unique) or configure the Incentive Recommendation.
- Open the Predict widget in the 4-column product block and change its settings to the Personal logic.
- Replace any sample images in the email.
2. Email name: Tactics Library - Birthday - Reminder
Personalization and blocks used
- The first name of the contact will be referenced in the subject line.
- A voucher or Incentive Recommendation is used instead of product recommendations.
Actions required by you
- Point the CTA button URL to your homepage.
- Upload the voucher (generic or unique) or configure the Incentive Recommendation.
- Replace any sample images in the email.
Testing the program
To test this program:
- Set it to Test mode and select your test segment.
- Make sure that one contact in the test segment has a date of birth today.
- Set the schedule for the Recurring filter entry point to 10 minutes in the future.
- When the filter runs your test contact should receive the email.
- Fast forward the Wait node, and the test contact should receive the reminder email.
Set the recurring filter schedule back to 00:00 before activating the program.