Think Outside the Box to Surprise Your Subscribers With Creative Campaigns


Kellie Boggs, Senior Marketing Strategist

Author Bio

With over nine years of experience in developing and growing email and cross-channel marketing programs to drive revenue, Kellie Boggs brings a track record of success in building multi-channel campaigns across a variety of industries. By working one-on-one with clients to understand their business model and goals, she provides strategic marketing guidance to increase revenue. Boggs offers experience in providing clients with industry best practices, message design, campaign optimization, list growth tactics, segmentation strategies and detailed analyses of marketing campaigns. She truly enjoys helping clients build their customer base, grow their email channel and increase revenue! In her spare time, Boggs enjoys chasing her toddler around and the motherhood adventure. She also enjoys attending NC State sporting events with her family.

Automated lifecycle messages are known to build engagement and overall customer loyalty, and they tend to perform better than your average promotional emails. Once you’ve established a good blueprint for your customer lifecycle messages and have successfully implemented some of the basics, such as a welcome series or post-purchase series, take a moment to think about other ways to engage your subscribers. Sometimes, events or occasions that are more outside of the box are just what you need to catch your subscribers off guard and give them a reason to come back and visit you.

One of my favorite ideas is a half-birthday campaign. Some folks like to celebrate again six months after their big day, especially those with a birthday that falls near a major holiday. But this automated message can be great fun for anyone, thanks to the element of surprise. Your subscribers probably won’t expect it. It’s genius!

In this example from Vera Bradley, they don’t refer to it as a half-birthday campaign within the body of their email, but they did call it out and grab my attention in the subject line with “Happy [half] birthday!” They also successfully push the urgency factor by running this promotion for three days only!

Vera Bradley exampleIf a half-birthday campaign is too outside the box for your brand, consider trying a pre-birthday wish list email. Send it out about a month before your subscribers’ birthday, and encourage them to create their own list. They can then share it with friends and family. Another great way to extend your birthday program.

In this example, Tory Birch came up with a very relevant message that’s straight to the point and could easily generate additional revenue from your subscribers and their contacts. And who knows? Some of their friends and family may even decide to join your list before it’s all said and done. Great job, Tory Birch!

Tory Birch exampleAsk yourself what you can do next to add more sophistication to your triggered program and find new ways to engage your subscribers. Why not try something new and unique that your competitors may not have thought of? It could be as simple as adding a reminder email to a campaign or as involved as developing your one-time triggered birthday message into a series. The possibilities are endless.


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