Best Birthday Email Subject Lines That Actually Get Opened

TL;DR: The best birthday email subject lines are short, personal, and make the gift obvious. Skip the generic “Happy Birthday” – here’s what actually gets opened.

Your birthday email can have the perfect discount, beautiful design, and flawless timing. But if the subject line doesn’t get opened, none of that matters. The subject line is your one shot at the inbox. Here’s how to make it count. (Setting up birthday emails? Start with our Happy Birthday App for Shopify.)

What Makes Birthday Subject Lines Different

Birthday emails have a built-in advantage: people expect them. On their birthday, customers actually look for those discount emails from brands they’ve bought from. You’re not interrupting – you’re delivering something they want. That’s why birthday emails outperform other marketing channels.

But that also means competition. If five brands send birthday emails, you need to stand out. Generic subject lines get lost.

The Anatomy of a High-Performing Subject Line

The best birthday subject lines share these traits:

• Short – Under 40 characters shows fully on mobile
• Personal – Use their name if you have it
• Gift-forward – Lead with what they’re getting, not just “happy birthday”
• Urgent but not pushy – Birthday discounts have natural deadlines

Subject Line Examples That Work

The Direct Gift Approach

Lead with what they’re getting:

• “Your birthday gift: 20% off”
• “Sarah, your birthday treat is here”
• “A little something for your birthday”
• “Birthday gift inside (20% off)”

These work because they answer the question “what’s in it for me?” immediately.

The Personal Touch

Using their name increases open rates:

• “Happy Birthday, Sarah!”
• “Sarah, it’s your day – here’s a gift”
• “We remembered, Sarah”

Keep it natural. “SARAH YOUR EXCLUSIVE BIRTHDAY OFFER AWAITS” feels like spam.

The Curiosity Play

Create intrigue without being clickbait:

• “Open your birthday present”
• “Something special for today”
• “You’ve got a birthday surprise”

The Celebration Angle

Make them feel celebrated:

• “It’s your day – let’s celebrate”
• “Birthday wishes (+ a gift)”
• “Cheers to you today”

What to Avoid

Too Generic

These blend in with every other birthday email:

• “Happy Birthday!” – Too common, no hook
• “Birthday greetings from [Brand]” – Formal and boring
• “Wishing you a happy birthday” – Says nothing about the gift

Too Salesy

These feel like regular promos, not birthday gifts:

• “BIRTHDAY SALE – 20% OFF EVERYTHING” – All caps screams spam
• “Exclusive birthday member discount inside” – Corporate speak
• “Don’t miss your birthday offer!” – Pressure tactics

Too Long

These get cut off on mobile:

• “Happy Birthday! We have a special discount waiting just for you” – 60+ characters
• “It’s your birthday and we wanted to give you something special” – Nobody reads this far

Testing What Works for Your Audience

Every audience is different. What works for a luxury brand might flop for a casual streetwear store. If you’re running a Birthday Club on Shopify, test different approaches to find what resonates with your customers.

If you’re using unique discount codes, you can track which subject lines drive more redemptions. Try two versions for a month each and compare results.

The Preview Text Matters Too

The preview text (the snippet after the subject line) is your second chance. Use it to reinforce the offer:

• Subject: “Your birthday gift is here”
  Preview: “20% off your next order – valid for 7 days”
• Subject: “Happy Birthday, Sarah!”
  Preview: “We got you something special…”

Don’t waste the preview text on “View this email in your browser” or other default text. If you’re using an email platform like Klaviyo, Omnisend, or Mailchimp, make sure to customize this field.

Timing Affects Opens Too

The best subject line won’t help if it arrives at 3 AM. Send birthday emails in the morning, in the customer’s timezone. The Happy Birthday App handles timezone detection automatically – your 9 AM email arrives at 9 AM local time, whether the customer is in Berlin or Tokyo.

For international stores, subject lines should also match the customer’s language. A German customer expects “Alles Gute zum Geburtstag” not “Happy Birthday.” With multi-language birthday emails, the entire message – including the subject line – adapts automatically.

Quick Reference: Top 10 Subject Lines

1. “Your birthday gift: [X]% off”
2. “[Name], your birthday treat is here”
3. “Open your birthday present”
4. “A little something for your birthday”
5. “It’s your day – here’s a gift”
6. “Birthday gift inside”
7. “Happy Birthday! Here’s [X]% off”
8. “We got you something, [Name]”
9. “Your birthday surprise is waiting”
10. “Cheers to you – [X]% off today”

Start with one of these, customize it to your brand voice, and test from there.

Of course, the best subject line means nothing if you’re not collecting birthdays yet. The easiest way is a thank you page widget that asks right after checkout – when trust is highest.

Ready to set up birthday emails? See our Happy Birthday App for Shopify or try it free.