Birthday Campaigns: A Postcard Beats a Birthday Email
Birthday emails are one of the highest-performing automated flows in e-commerce — but they're also one of the most competitive. Every brand your customer has ever purchased from sends a birthday email. A physical birthday postcard stands out because it arrives in the letterbox, not buried in a crowded inbox.
How birthday campaigns work in Mayday
Set a trigger to send postcards X days before a customer's birthday or order anniversary. Mayday checks your synced customer data and queues cards automatically. Each card includes a personalised greeting, a unique birthday discount code, and a QR code. You design the card once and it runs continuously for every qualifying customer.
Birthday vs anniversary triggers
If your platform stores customer birthdays, Mayday uses those dates. If not, order anniversary dates work as an alternative — celebrating "one year since your first order" feels personal and doesn't require date-of-birth data. Both trigger types run automatically on a rolling basis.
Design tips for birthday postcards
Keep it personal and celebratory. Use the customer's first name. Offer a meaningful discount (15–25% works well for birthdays). Include a clear expiry date to create urgency. The postcard format itself conveys effort and care — it feels like a gift, not a marketing blast.
Set up automated birthday postcards for your customers.
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