Many consumer databases store information about customers, including their birth dates. Companies then use this information to send marketing messages designed to feel personal because they include birthday information.
Such was the case with a birthday card my dog received from Chewy. The message was handwritten and offered a 20% discount on Birthday Shop items — very nice — only it arrived two days after Emma’s birthday. Even if it had arrived on time, the window for me to purchase special dog-themed birthday treats would have passed. It would have been more effective to have sent it to me weeks in advance with a “Emma’s birthday is coming…” message.
A company that understood birthday timing comes from JetBlue, which sent my sister an email in August, encouraging her to plan a getaway for her November birthday. It stood out from the flood of emails sent around the actual birth date and appropriately encouraged action in a timely manner.
Like any other data point, it’s how and when you use it that is key. Using it incorrectly is worse than not using it at all.










