Birthday Email Follow-up Settings

About This Article

"I want to send reminders to people who didn't open the birthday email" "I want to follow up with people who haven't used their coupon"

HubSpot workflows can set up branches based on email open and click status, automating follow-ups.

Importance of Follow-up

Simply sending a birthday email doesn't always lead to coupon usage.

Follow-up Patterns

Pattern 1: Reminder for Non-openers

Pattern 2: Opened but No Click

Pattern 3: Coupon Expiration Reminder

Configuration Steps

1. Add Branch Condition

After birthday email send, add if/then branch.

1. Add delay after email send action
2. Add "if/then branch"
3. Condition: Marketing email activity
4. Select "Opened [Birthday email]"

2. Actions for Non-openers

Set reminder email in the "No" branch.

Reminder email tips:

• Change subject line (same one will be ignored)
• Convey urgency ("Only X days left")
• Restate offer details

3. Actions for Openers (Optional)

Add situation-appropriate follow-up for the opened branch.

Email Open Tracking Notes

Tracking Limitations

Recommendation

Include clicks (more reliable) in addition to opens as conditions.

Follow-up Email Design

Non-opener Reminder

Subject examples:

• "John, did you forget your birthday offer?"
• "[4 days left] Your birthday coupon is expiring soon"

Content structure:

1. Reminder purpose
2. Offer details (repeat)
3. Expiration date
4. CTA (prominent button)

Delivery Frequency Management

Prevent Over-delivery

Too many follow-ups can be excessive.

Recommended rules:

• Maximum 3 birthday-related emails
• At least 2-3 days between emails
• Avoid overlap with other promotions

Effectiveness Measurement

Summary

• Remind non-openers: Re-send 3-5 days later
• Check click status too: More reliable than opens
• Pre-expiration notice: Prevent expiration
• Manage frequency: Over-delivery is counterproductive
• Measure and improve: Verify reminder effectiveness

Appropriate follow-up maximizes birthday coupon redemption rates.