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10 birthday emails that make us want to party

September 1st 2022

Danielle Beuker

By Danielle Beuker

Digital Marketing Assistant

Making your customers feel loved is crucial for any kind of eCommerce business, and what better way to make them feel appreciated than wishing them a happy birthday?

Not only does birthday email marketing foster customer loyalty, it’s also proven that birthday emails are more effective than other promotional emails. In fact, the average birthday email has a 481% higher transaction rate and 342% higher revenue per email than promotional emails.

Still need some inspiration? We’ve got you covered!

Tip: Click on the images to see full creatives.

1) Jigsaw makes use of a personalized coupon

In this example, Jigsaw’s birthday email makes use of a personalized coupon code to use at the checkout for 15% off. The message with the code (“Because if you can’t spoil yourself on your birthday, then when can you?”) entices customers to buy themselves a little birthday treat.

Source: Jigsaw email

2) HobbyCraft allows the use of a discount code online and in-person

Similarly to Jigsaw, HobbyCraft makes use of a personalized code in their birthday email campaigns. This birthday email also includes the option to redeem the code in brick-and-mortar stores. This means customers have a choice whether they want to shop online or in store, making them more likely to use the code.

Source: HobbyCraft email

3) Phase Eight builds connection with customers by being early

Phase Eight’s birthday email campaign, with the email subject line: “Happy (early) birthday”, builds a close connection with their customers and allows customers to plan ahead.

They also include a generous discount code in these marketing campaigns, ready to help customers look amazing on the actual birthday itself.

Source: Phase Eight email

4) Lloyds Pharmacy wants to be the first to give customers a birthday gift

Similarly to Phase Eight, Lloyds Pharmacy wants to be early in wishing their customers a happy birthday. The coupon helps as well.

5) Jimmy Choo uses shiny eye-catching header image

In the birthday email example below, Jimmy Choo makes use of an eye-catching, glittery header, wishing their customers a very happy birthday.

Source: Jimmy Choo email

6) JOY spells out a joyful zodiac-inspired message

JOY’s dynamic header, with personalized text related to the customer’s zodiac sign, grabs the attention of the customer immediately and may give them a good chuckle. This kind of messaging, and the examples of product categories, can increase conversions.

7) TheProteinWorks grants the wish of free delivery

TheProteinWorks makes use of another dynamic banner in their birthday emails, this time highlighting free shipping via a personalized birthday discount. This encourages the customer to make use of the free shipping and buy from them.

Source: TheProteinWorks email

8) Ann Summers uses popularity messaging to inspire customers

Ann Summers uses the social proof tactic popularity messaging to build up urgency in this birthday email. By adding how many people recently bought certain products, customers can feel a sense of FOMO (fear of missing out), and might be more likely to make a purchase.

Source: Ann Summers email

9) La Redoute inspires customers with what’s trending

Product recommendations can be incredibly helpful when it comes to inspiring customers – even in birthday email marketing. In the birthday email below, La Redoute uses a mix of social proof and recommendations by showing what’s trending, helping customers decide on what they may want to spend their birthday money on.

Source: La Redoute email

10) Club Cali shows their appreciation by doubling the loyalty points

In this example, Club Cali shows their appreciation of their customers by rewarding them with double the amount of points earned in their loyalty scheme. Not only that, they also give customers 20% off both instore and online, encouraging customers to choose where to use it.

Source: Club Cali email

Final thoughts

Are you ready to wow your customers on their special day(s) and up your birthday email marketing game? Download your copy of Five Easy Ways to Make Your Emails Perform Better for even more tips and tricks.


This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.

Danielle Beuker

By Danielle Beuker

Digital Marketing Assistant

As Digital Marketing Assistant at Fresh Relevance, Danielle writes user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.