Top 10 Email Marketing Must-Haves

6. A birthday message: Send your subscribers a message on their birthday, Pfeiffer said. While the message doesn't have to be promotional (if not, you can use this opportunity to have some fun with the message), if it is, position the message as a gift, not an offer. For example, say "we're crediting $10 to your account" rather than "take $10 off your next purchase," Pfeiffer advised. Birthday messages can deliver a 25 percent to 35 percent lift in conversions vs. a standard message.