Birthdays have been co-opted by automated marketing messages. Because the system knows your birthdate, a host of “birthday emails” bombard your inbox with offers that appear to be personalized greetings. They even offer birthday “gifts” which are really sales incentives in thin disguise.
For my birthday, I received nearly two dozen greetings, offering me everything from a free appetizer to popcorn, guacamole, ice cream, or discounts at select stores. My insurance carrier, alma mater, financial advisor, and credit union all felt the need to weigh in. I received physical cards, an e-card, a video, and, of course, a host of emails.
I also received an email from the Red Cross, encouraging me to request that friends give blood instead of gifts this year. It’s a great idea, but to send it on my actual birthday was ill-timed.
If your organization wants to jump on the birthday bandwagon, this is the month to do it. September is the most popular month for birthdays, with several of the top days. But before you just schedule automatic emails for every date in your system, be clear about the purpose and timing of your message. Spam is still spam, even if it arrives on the day people celebrate.
