3 Anniversary Emails Everyone Should be Sending

No, I’m not celebrating a wedding, work, or an anniversary for being awesome.

I’m talking about anniversary flows.

“What exactly is an anniversary flow?” you may ask.

Good question. It’s an email that’s sent out to celebrate a special occasion. Occasions like birthdays, purchase anniversaries, newsletter anniversaries, etc.

They’re emails that are triggered on the day, week, or month of an anniversary. The beauty is that all you have to do is create the content, turn them on, and watch them send — saving you a ton of time while making you a ton of money.

Sounds great, right? It is.

But that’s not all.

What’s even greater is that these anniversary emails focus on the subscriber rather than the company, letting you get more personal with your emails.

And they do pretty well too — typically getting an extremely high open/click rate. But we’ll get more into the numbers later on.

There are a few different types of anniversary emails you can send. Let’s dive into what these look like and how you can set them up.

Birthday email

Your most common anniversary email is the birthday email— sent either the day, week, or month of your customers birthday.

This is a great way to show your customer that you’re thinking of them.

And more importantly, they’re effective.

In fact, according to a 2015 Salesforce study, birthday emails are some of the most effective emails sent. After asking marketers to share which email campaigns they found the most effective, 75% chose birthday emails.

The timing of your birthday varies on your preference. The most common practice is sending an email and reward or discount at the start of your customers birthday month. That way, the subscriber can redeem their reward anytime during that month.

If you’re not sure what kind of discount to offer, don’t fret. Experian conducted a study in 2015 to see what discount had the highest revenue per email. Surprisingly, they found that mystery birthday offers had the highest revenue per email.

anniversary emails discount

Turning this email into a flow will take the hard work out of the process because you’re automating the email. Setting up your birthday flow in Klaviyo is easy. Follow the instructions laid out in our Create a Birthday Email Flow doc and you’ll be wishing happy birthdays before you can say happy birthday.

If you don’t have their birthday on record, try asking for it when they sign up for your newsletter. Let them know that they’ll be receiving a birthday gift if they give your their birthday.

If you don’t know how to do that in Klaviyo, don’t worry, we have a doc for that: Collect Subscribers’ Birthdays.

Purchase anniversary

Next, let’s talk about the purchase anniversary email.

What is the ultimate goal of creating an ecommerce store? To get people to buy your product, of course.

And that’s something you should celebrate.

Now the question is, how do you celebrate someone making their first purchase?


Send them an email using the date your customer made his or her first purchase. You can automate this email by capturing your customer’s first purchase date data. Once someone hits the timeframe set, an email will be automatically generated and sent.

You can take this one step further by being a little more targeted. Send an email with a discount to people who haven’t ordered since their first purchase, and one without a discount to people who have.

This will prompt the ones who haven’t purchased to purchase.

And if you want to shoot for the moon, try including a product recommendation based on their past purchases.

Newsletter anniversary

Very similar to a purchase anniversary, a newsletter anniversary celebrates when your subscriber signed up for your newsletter.

I like to think that joining a company’s newsletter is similar to joining their inner circle. You’re opting into receiving emails from them which means that they’ve made an impact on you some way or another.

But like subscribing, unsubscribing is just as easy.

So sending a newsletter anniversary email each year will let your subscriber know that you appreciate them not bailing on you, hopefully keeping them around for another year.

And if they’re around for another year, make sure to change up your messaging and offer, providing greater offers to those who have stuck with you the longest.

And if you’re more of a visual person, here is a roundup of some of my favorite newsletter anniversary emails (click to enlarge):

Setting up these emails is simple — all you need is the date your customer signed up for your newsletter and the content.

Then flip the flow to live and kick back.

Final words

Like most flows or triggered emails, anniversary flows help you save time and become more targeted, which in return, helps generate higher returns.

“Anniversary” is a pretty broad term because there are so many different types of anniversaries. You have birthdays, first purchase anniversaries, newsletter signup anniversaries, and so many more.

If you think about it, you can pretty much celebrate anything and call it an anniversary.

But that’s beside the point.

Sending anniversary emails are worth sending for two reasons:

  1. They allow you to focus on your customer rather than your company.
  2. They’re effective

We talked about a few of the popular anniversary emails above and how to set them up. We talked about birthday, first purchase, and newsletter anniversaries. Set up these emails and you’ll be keeping your customers happy and making more money doing it.


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