Mailchimp Birthday Email Campaign for BonDesign

Birthday emails are tricky. Go too cheesy and people ignore them. Too corporate and they feel cold. BonDesign needed something that felt genuinely thoughtful while driving actual bookings through their partner network.

I designed a Mailchimp campaign that strikes that balance—warm enough to feel personal, sophisticated enough to match their brand, and clear enough to convert.

The email speaks directly to each member by name and acknowledges their upcoming birthday without the typical clipart-and-confetti approach. Instead, clean typography, elegant spacing, and brand-consistent colors create something that actually looks like BonDesign sent it, not some automated marketing tool.

The partner network section showcases celebration venues and experiences in a way that feels like curated recommendations, not ads. Each option includes clear imagery and simple CTAs that direct members exactly where to go to book.\

Tested the layout across devices because half of birthday emails get opened on phones while people are commuting or waiting in line. Made sure buttons were thumb-friendly, text was readable without zooming, and images loaded fast even on slower connections.

Also built in Mailchimp's personalization tokens beyond just the name—pulling in membership tier and past booking preferences when available to make recommendations more relevant.

Results came back strong. Open rates hit the higher end of what you'd expect for triggered campaigns, and the click-through rate showed people were actually engaging with the partner options, not just deleting a "happy birthday" and moving on.