Everyone enjoys receiving Happy Birthday wishes. Although it might not seem like a differentiating factor to some companies, those that remember and acknowledge their customers’ birthdays gain brand loyalty according to a new online survey conducted by analytics and marketing technology provider Fulcrum.
The survey found that nearly three out of four (74%) consumers who received birthday messages from a company they do business with thought more positively of the company afterward. What’s more, 88% of those positive reactions translated to increased brand loyalty.
Consumers responded most positively to birthday greetings from the food and beverage industry, from businesses such as Baskin Robbins, Ruby Tuesdays, or Starbucks, the survey revealed. A whopping 92% of consumers receiving birthday greetings from such food and beverage establishments thought more positively about the sending company -- and 96% reported an increase in loyalty.
While nearly all birthday greetings received favorable consumer responses, those that included discounts positively influenced the greatest number of survey respondents, the survey showed. Greetings that included some type of discount or gift were 24% more effective in positively impacting consumer opinion compared to simple birthday greetings (87% and 70%, respectively).
“While marketers who recognize their customers’ birthdays assume the message creates an even stronger relationship with them, our consumer research confirms the positive influence on both the brand’s image and future sales to that customer,” Tara Piazza, senior vice president, Fulcrum, said in a press release. “Firms deploying campaigns to celebrate their customers’ birthdays tighten consumer relationships while also creating the opportunity to market additional products and services.”
The online survey was conducted earlier this year based on interviews with 500 consumers.
Age played an integral role in how birthday greetings impacted brand loyalty. Consumers between the ages of 25 and 34 were far more likely to report increased loyalty (92%) compared to those ages 55 and up where just 73% reported increased loyalty. Income level and gender played significantly smaller roles in differentiating consumer responses.
Consumers who don’t receive birthday greetings generally have opted out of such communications, refused to provide contact information, or possibly have been ignored by companies they purchase from, according to survey results. What’s more, the survey suggests that these companies are missing out on a significant opportunity to engage with customers in a very influential way. Marketers who implement birthday campaigns, the survey shows, can attest to the fact that birthday greetings generally have the highest click-and-conversation rate among all operational emails, while essentially being cost-free and lack the risk of a negative consumer response.