Personalization: All of these included my first name, which felt very welcoming and special. Pro tip: it's a good idea to have a fallback like "friend" in case you haven't captured a subscribers' name yet.

• Special Perk: These all offered me either a discount or bonus points for my loyalty profile, which was definitely welcome for my special day. You could also try things like free shipping, a gift with purchase, or a free download. Don't want to use a discount? A friendly message from the founder is a nice way to remind customers you care.

• Celebration: Each of these messages had a uniquely on-brand way to celebrate with me! It's a fun opportunity to do something creative with a graphic or festive product image.

Here's a few things you can also try that will take your birthday messages to the next level:

• Make sure it's clear how to redeem any offer you share, including points. You can also use this as a moment to provide a little extra education on your loyalty program.

• Personalize the message even further with recommended products or a best sellers showcase.

• Send a reminder message towards the end of the birthday month to drive additional purchases.