Tracey Lomrantz Lester

Heather Fletcher is senior content editor with Target Marketing.

It's my birthday and, if you're reading this on May 19, 2015, my employer and I are giving me the present of a day off of work. I'm giving you the present of loyalty program tips you can use to retain your customers. After all, you probably have their birthday information in your database. Experian says 76 percent of marketers collect birth dates, but only 35 percent send out "Happy Birthday" emails. It's a shame, because the research shows: "Birthday emails enjoy three times the transaction rate of regular, promotional mailings (.09 percent compared to .03 percent, respectively)."

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