Whether you choose a percentage discount

[suchona.kani.z]

This is a fair approach to customers that doesn't smack of violating GDPR. If you've already collected some contacts without their birthdays, you can ask for them retrospectively . In this case, an explanation of why you're asking really shouldn't be missing. The email from Ann Taylor is an example of how to do it well:

free shipping, a voucher for a specific amount or anything else is up to you. Best wishes should also be included. What else should be included so that the recipient opens the message and uses the gift ? How to make the email have the right flavor?

Please state in the subject line of the email that this is a birthday gift:
Happy Birthday! Enjoy your gift inside
Your birthday present is here, Jana.
Peter, today is your day, all the best! ?
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Include the customer's name. At a minimum, in the subject line, but even better in the body of the email. Like Sephora does:
Anniversary campaigns: customer name
Source: sleeknote.com
Include a clear call to action . As with any other email, don't forget to include a clear CTA button that won't let the recipient pass on the gift.
Anniversary campaigns: a call to action
Source: emp-shop.cz
We probably don't even need to emphasize the need for eye-catching design .

Send on your birthday or before?
55% of birthday email marketing campaigns are sent on the customer's birthday, followed by emails sent 3 weeks before.

Anniversary campaigns: when to send
Source
If you only require the month of birth when subscribing, you can send on the first day of that month. It's up to you when you set the sending time, but always adjust the subject and content of the email accordingly .