How to make your birthday email flows shine
Birthdays are pure gold when it comes to email marketing. If your product is even remotely self-giftable, setting up a birthday email flow is a no-brainer.
Why? Because everyone loves a little extra attention on their special day. A thoughtful, well-timed birthday email makes customers feel appreciated, boosts loyalty, and—most importantly—drives sales. Plus, it’s a clever way to re-engage subscribers who haven’t shopped in a while.
Ready to take your birthday emails from basic to brilliant? Here are 3 simple strategies to make them unforgettable.
Here are 3 ways to elevate your birthday email flows and make them unforgettable:
1. Offer a truly tempting discount or treat
Let’s be honest: 10% off doesn’t scream “special day.” Your birthday offer needs to stand out and give customers a reason to stop scrolling and start shopping.
Here’s how to make it irresistible:
Go bigger with the discount: Offer a deeper discount than your Welcome Offer (e.g., 20% or more).
Use fixed-value rewards: A £10 voucher to spend feels personal and exciting.
Add a free gift: Throw in a small gift with purchase, it’s the ultimate cherry on top.
Make your customers feel like they’re getting an exclusive birthday treat just for them.
2. Get Personal
Birthday emails are all about celebrating your customer. If you’re using Klaviyo, you’ve got everything you need to make the experience feel warm and personal:
Use their first name: Collect it alongside their birthday at sign-up. A “Happy Birthday, [First Name]!” goes a long way.
Add fun visuals: Think GIFs, animations, or playful graphics—something to make the email feel festive.
Make the copy all about them: Your tone should be celebratory, warm, and personal, like a message from a friend.
When your customers feel seen and appreciated, they’re far more likely to click (and shop).
3. Don’t Forget a Reminder Email
Most Klaviyo users rely on the standard Countdown to Birthday flow: one email 14 days before, another on the big day. But here’s the thing—people are busy on their birthdays. Checking emails? Not always a priority.
Here’s how to make sure your offer doesn’t get overlooked:
Send a reminder a few days later with playful copy like:
“Keep the birthday vibes going!”
“Got the post-birthday blues? Here’s something to cheer you up.”
A simple nudge can give your customers one last chance to enjoy their special treat—and boost your conversions.
Pro Tip: Collect those birthdays now
Your birthday flow is only as good as the birthdays you’ve collected. If you’re not already gathering this info, start today:
Add a birthday field to your Klaviyo sign-up forms ✅
Offer a sneak peek of their birthday treat as an incentive to encourage sign-ups ✅
Final thoughts: Make your birthday emails work harder
Birthday flows are more than just a “nice-to-have.” They’re an opportunity to connect, celebrate, and convert subscribers into loyal, happy customers. Whether you’re building flows for the first time or optimising an existing setup, Klaviyo makes it easy to create birthday email strategies that shine.
Want more actionable Klaviyo tips like this?
If you’re ready to build flows that drive sales (and feel good to send), join my email list for weekly strategies tailored to creative Shopify stores.
