BUYER TYPE: Impulse Buyer EMAIL 1 (7 days before): Subject A: "Something special is coming your way..." Subject B: "Your birthday gift from GlowSkin is almost ready" Body: Hey Sarah! We noticed your birthday is just around the corner. We've been preparing something just for you — a little gift that we think you'll love. Stay tuned, we'll reveal it in a few days. You deserve to feel amazing on your special day! CTA: "I'm curious!" Trigger: Curiosity + anticipation Tip: Keep it mysterious — don't reveal the offer yet EMAIL 2 (on birthday): Subject A: "Happy Birthday! Your surprise is inside 🎂" Subject B: "Happy Birthday Sarah — 30% off, today only" Body: Today is YOUR day! We want to celebrate with you. Here's 30% off your entire order — no minimum required. This offer expires at midnight, so treat yourself while you can. You've made our little shop shine brighter just by being a customer. CTA: "Claim my birthday gift" Trigger: Urgency + emotion Tip: Use first name in subject line — increases open rate by 26% EMAIL 3 (3 days after): Subject A: "Did you forget something, Sarah?" Subject B: "Last chance — your birthday discount expires tonight" Body: Hey! We noticed you haven't used your birthday gift yet. Your 30% off expires tonight at midnight. Don't let it go to waste — you deserve this treat! CTA: "Use my discount now" Trigger: FOMO + last chance Tip: Add a countdown timer image for 18% higher conversion CAMPAIGN SUMMARY: Discount strategy: Flat % off works best for impulse buyers — no conditions Best send time: Tuesday or Thursday, 10AM or 7PM Avoid: "Don't miss out" in subject line — triggers spam filters