Keep a mind frame based on engagement by using one of the best practices part of the life-cycle messaging: send a special communication for your user’s birthday.

A common approach is to create a newsletter for the subscriber with a dedicated message and to give a special incentive as a present (a coupon, discount, offers, …).
As following, examples of birthday emails by top brands: they are different in their mood of communication but all have in common the use of the winning composition to wish and offer.

Adidas…