Customer birthday: how to launch your first loyalty campaign
23 January 2026
Did you know that, statistically, nearly 22 million people celebrate their birthday every day in France? Obviously, births are not evenly distributed over the yearbut you get the idea: Every day, some of your customers celebrate something personal, creating legitimate opportunities to get back in touch.
For restaurateurs looking to launch their first marketing campaigns, the birthday is based on information that customers are willing to share, and on a moment that requires no special justification.
Initially, the problem isn't coming up with ideas, but deciding which action to take first. Many are waiting for a customer base or a well-oiled machine before sending their first message.
A birthday campaign helps you take the plunge: it provides an initial framework for testing, observing feedback and making adjustments, without multiplying scenarios or collecting excessive amounts of information.
When you want to launch your first marketing campaign without complicating things, the birthday party is a good place to start.
Which customer data are really useful for launching your first marketing campaigns?
Visit data collection sometimes poses a dilemma: either you ask for too much and block registration, or too little and don't dare activate anything.
High-value information that's easy to collect
You only need three pieces of information to launch your first campaigns:
- first name
- e-mail address
- date of birth
Email remains the most readily accepted form of data. According to several studies, between 60 % and 70 % of consumers agree to share it when an advantage is clearly identified, such as an offer or a loyalty program.
The first name, on the other hand, poses no resistance, as it serves to identify the customer and personalize basic exchanges. Its use is widely understood and expected.
Finally, the date of birth remains one of the most widely accepted pieces of personal data for loyalty purposes. Studies show that around 35 % to 48 % of consumers agree to pass it on.This is particularly true when it's used for an identifiable birthday campaign (more on that later!).
This trio already makes it possible to launch effective campaigns, without complex segmentation or detailed purchase history. And above all, the customer immediately understands why you're asking for this information and what he can expect from it.
Data not to be made compulsory from the outset
When collecting for the first time, it's best to avoid asking for too much. The longer the form, the harder it is to register. By the way, 26 % of consumers give up on joining a loyalty program when they are asked for too much information up front.
The telephone number is often the casualty. It is perceived as more intrusive than email, as it is immediately associated with direct solicitations. Its acceptance rate remains lower (around 35 %), especially for first-time contacts.
The same logic applies to consumer preferences, visiting habits and detailed profiles. This data will be useful later on, but it doesn't provide any immediate benefit at the time of registration. The customer doesn't yet see what's in it for him.
For your first marketing campaigns, it's best to collect little but useful data. The most important thing is to be able to communicate and test an initial action. The rest can come later, once the relationship has been established and the first feedback observed.
The classic mistake: waiting until you have "enough data" to get started
Many establishments put off launching their marketing campaigns for the same reason: the feeling that they don't have enough data.
➜ not enough registered customers.
➜ not enough information.
➜ not enough hindsight, etc....
This expectation gives the impression of doing the right thing, when in fact it blocks the move to action. Until a campaign is sent out, there's no feedback, no learning, no adjustment possible.
Waiting until you have "the right base" often means never getting started. Conversely, starting with little data allows you to test, understand what works and gradually enrich your strategy. Better a simple first campaign than zero campaigns on hold.
If you had to launch just one marketing campaign, start with the anniversary.
When you're new to marketing campaigns, the hardest part isn't coming up with ideas, but choosing where to start. A birthday party is often the best option, especially when the customer base is still limited.
This campaign works not because it's original, but because it's based on simple mechanics that are understood by both you and your customers. Once set up, it can be sent automatically each year, without you having to think about it.
This makes it a reassuring first campaign to activate. It allows you to launch your marketing campaigns on a regular basis, without multiplying interventions or interfering with your operations.
Personal but non-intrusive information
Birthdays are one of the few types of personal data whose use does not raise any questions. The customer immediately understands why you're asking for it and what it will be used for.
He knows he'll get a message then, and this logic makes sense to him. The birthday does not evoke commercial pressure. The message arrives once a year, on a specific date. It doesn't come as a surprise or create rejection.
It's this clear framework that makes the data easier to collect and the campaign simpler to activate. You start off on a healthy footing, without forcing the relationship.
A moment shared by the majority, conducive to relationships
The birthday has another major advantage: it concerns almost everyone. 81 % of French people say they celebrate their birthdayThis greatly reduces the risk of mismatch.
Here, you're not looking for the right excuse to write. The moment naturally creates a window for dialogue. Customers are more receptive, because the message is part of their daily lives, not part of a classic promotional operation. That's precisely what makes the anniversary campaign such a great way to get started: it's a simple way to get in touch, without forcing the issue, and with a real reason to (re)come.
Creating a successful birthday campaign: the 3 essentials
01. The offer: a good reason to get around
As you can imagine, supply plays a central role. If it remains vague or too symbolic, the message is read, then quickly put aside. Conversely, a clear offer is an immediate incentive to book or order.
The campaigns that work have one thing in common: the customer immediately understands what he wins, without having to reread the message or look up the terms and conditions.
Some successful offers
✔ a free product on your next visit
✔ a loyalty bonus credited for the occasion
✔ a discount on the bill
The important thing is not perceived generosity, but clarity.
What doesn't work so well
✖ offers subject to too many rules
✖ benefits hard to understand
✖ vague formulations such as "a surprise awaits you".
In a birthday context, customers don't want to guess: they want to know quickly if it's worth the trip.
02. The message: get straight to the point
The message doesn't have to be original: it has to be understood right away.
➜ For your birthday, we offer you [advantage]. Valid until [date].
➜ Your birthday is coming up. Take advantage of [benefit] on your next visit.
➜ We'll mark your birthday: [advantage], to be used by [date].
Avoid texts that are too long or formulas that are too marketing-oriented. The more your message resembles a sentence you'd say orally, the more effective it will be.
The birthday already does the work of context, the message only serves as a call to action.
03. Duration: don't forget to set the scene
Without a definite duration, many customers think they'll enjoy it later. And, in most cases, this "later" never happens.
Setting a clear period completely changes the perception of the message. The customer understands that this is not a permanent offer, but an advantage to be seized over a given period of time.
This is where a very simple mechanism comes into play: the fear of missing out. We often speak of FOMOfor "fear of missing out". It's that little reflex that makes you think: "If I don't go now, I'm going to miss something".
The frame is not there to put pressure, but to prevent the customer from forgetting. In fact, it's often this point (more than the offer itself) that turns a message read into an actual visit.
Launch your first marketing campaign today!
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