Does a birthday campaign by SMS work?

A birthday message gets a high response rate, for a simple reason: it is the only commercial message that feels welcome at that moment.

Why it works

It is personal, it comes once a year, and the recipient feels it is about them. Exactly the opposite of a weekly offer.

How to write it

Short, with the offer as a side note rather than the main point. A message that is mostly a discount with "happy birthday" in front of it is seen through immediately.

Give enough time

A discount that expires the same day does not work. A validity of a few weeks returns more, because people come by when it suits them.

What you need

The date of birth, and consent to use the number commercially. Only ask for the date if you do something with it — otherwise you are collecting personal data without a purpose.

Automate it

This only works if it happens by itself every day. By hand it stops after two months.