ALRUNA: CUSTOMER BIRTHDAY FLOW

CONTEXT: Developed an automated lifecycle flow targeting subscribers around their birthday, using first-party data captured at sign-up to create a highly personalised customer touchpoint.

OBJECTIVE: Increase repeat purchase rate and customer lifetime value by leveraging a key emotional moment to drive timely, intent-led conversions.

APPROACH: Developed an automated lifecycle flow leveraging first-party birthday data to deliver strategically timed touchpoints across the pre- and in-moment purchase window. The initial email encouraged early purchase behaviour, while a follow-up message re-engaged users who had not converted, reinforcing the offer within the birthday moment.

IMPACT: Generated repeat purchases during a high-intent window, with the follow-up reminder capturing incremental conversions from users who did not convert at first comms.

INSIGHT: Positioning the campaign around a meaningful personal moment significantly increased relevance, while the reminder touchpoint helped capture additional conversions from delayed decision-makers.