QOTD: When Is Your Birthday?
Our latest Question Of The Day may be short and sweet on the surface,
but the addition of follow-up questions and self-segmentation insights
can turn it into a proprietary personalization powerhouse.
Question Architecture
Naturally, this question uses our Date Question Type format. What’s
worth noting there is that we allow brands to omit the Year field if
desired — and unless you’re reverse-engineering your brand’s age
demographics from this birthday response, we’d suggest you opt for this
version (and yes, this data format still works with all integrations).
User testing has revealed this format to produce slightly higher
response rates, and regardless of performance, it’s always a positive
reflection on your brand to ask only for the data you need.
If you’re planning to provide some specific benefit to the customer on
their birthday, it’s also a good idea to say so in our Description
field.
Use Cases: Personalization
The birthday use case is already ingrained in many a marketer’s brain,
but what may not be immediately obvious is the benefit of combining this
information with other direct-from-consumer data. You can do this
independently of whatever data you currently collect, or you could pose
the birthday question as a conditional follow-up to some particular
response elsewhere in your Question Stream. Here are a few examples:
- Reason for buying . If your customer has already told you (or
shown with their wallet) that they’re more interested in new &
exclusive offers rather than discounts, why disrespect them and your
margin by sending one? Instead, dream up an engaging experience that
unlocks exclusively on someone’s birthday.
- Previous product purchased . You might have some product lines
or categories which naturally complement each other, so the idea of
a discount or gift that specifically expands the usefulness of your
customer’s original purchase can turn a passive user into an
advocate.
- Location . ‘Tis the season for the region: in keeping with the
tactics above, your brand’s birthday gift/offer should aim to impact
brand perception, not discount your value. If you already knew where
your customers live, and now you know their birthday, then you’ve
got a good idea what their environment is like on that day. A
segment of U.S. customers with birthdays in Oct & Nov sounds like a
great target for gifting your pumpkin spice flavored beverage, yes?
Any way you slice it, implementing a hyper-targeted birthday workflow
like this one in
Klaviyo
will be a piece of cake. Yes, we saved the birthday puns for last.