My Birthday is this month so I am starting to receive the gazilion emails I signed up for over the past year. In all cases, the reason I provided my birthday information was because of the promise to receive a special gift. I receive some because I am interested as an email marketer, and others because I want lots of free, good stuff for my birthday!
Like the majority of subscribers today, I view my emails in a preview pane and decide to open based on what I see in that approx. 4” (280 pixel) deep view. Based on the sampling I have received this week, most companies seem to favor the birthday “surprise” view. They chose an image-dominant email that requires me to open as a web page to view my present. The wrapping paper isn’t ideal as it asks me to have a high level of trust to open.
This may sound ungrateful, but the “gifts” are not always better than the company’s standard promotional offers. My Qdoba “gift” is a BOGO, while Circuit City is a 10% discount ($10 off $100 purchase). Where’s the gift!
The best gift givers offer something unconditionally. They entice a store visit or online sale experience by offering a real gift. Both Sephora and Victoria’s Secret are unconditional gift givers, and I feel appreciated as their customer. There is a good chance that my store visit to pick up my gift will result in some other items in my shopping basket. 
My Birthday wish this year?
1. Respect the preview pane as images are always blocked by default. Use web safe fonts to display your “gift’ message to entice a trusted open or click. Subscribers are suspicious about clicking into unknown offer zones.
2. It’s my birthday! Offer me something better than a standard promotional offer because that is not a gift. And if you don’t have a budget for a gift, don’t promise one. Send a nice message with a positive thought for the upcoming year.
As I continue to receive Birthday messages, and “open” my email gifts, I duly note the companies that deliver on the sign-up promise with sincere wishes and value vs. the “re-gifts” from those who check the “birthday email” box with disguised promotional offers.
Melinda Baxter, Director of Marketing Services
ExactTarget Feed
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