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Do you look forward to the first day of your birthday month because you know you’ll get an influx of birthday emails with coupons, best wishes, and freebies?

Birthday email campaigns are a win for customers and for businesses.

Data source

And birthday email campaigns also help you nurture customer relationships and build loyalty by making your customers feel valued.

Read on to learn how to boost your brand awareness, customer loyalty, and sales with marketing campaigns targeted specifically at your subscribers’ birthdays, complete with:

Best practices for happy birthday email marketing campaigns.

Birthday email ideas with examples.

The tools that will help you navigate your way through your first birthday email campaign.

Best practices for launching birthday email campaigns

Let’s take a look at some of the birthday email marketing best practices you should follow to grow your brand while delighting your customers.

Encourage visitors to share their birthdays

First things first, you’ll need the birth dates of your customers or prospects to run birthday email campaigns. But how can you collect their birthdays?

One way is by creating website pop-ups to encourage visitors to subscribe to your newsletter and include a place for their birth date. Tell them about the benefits they’ll get for signing up, like interesting content, deals, and a birthday surprise.

Another way to collect birth dates is to offer a personalized discount, especially if you send a cart abandonment email campaign.

Source

Identify the right birthday offer or promotion

You don’t need to come up with a special deal or promotion that will break the bank. Look at your birthday email marketing campaigns as part of your overall customer retention strategy and a sales and marketing investment.

Your birthday offer could be:

A limited-time discount on their next purchase or service

A small gift card

Free gifts

Free shipping

We’ll get into these birthday email ideas in detail a little later.

Personalize your email copy and birthday offer

When you run birthday email campaigns, try to incorporate personalization to improve your customer’s experience. Make sure their name is somewhere in the email, and even call out specific products or services they like if you have that information available as part of your automated workflow.

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Get creative with your birthday email design

Keep your birthday email design simple and impressive. When designing your email, follow these tips:

Select a clean and organized layout.

Keep your branding consistent by using your brand colors and fonts.

Make your email header prominent. Include your brand’s name, logo, and contact details at the top.

Use negative space strategically to guide readers through different sections of your email copy.

Design an eye-catching call-to-action (CTA) button that stands out from the rest of the email.

Make sure that your email design is mobile responsive as most users check their emails on their smartphones.

Here’s how Subway delivered happiness with their choco-chip cookie treat. Their birthday email design is what one would call simple and effective.

Source

You can also use pre-designed email templates for your birthday email campaigns. Or leverage an email builder to create your own email design with a drag-and-drop editor and built-in elements.

Write compelling email copy

When sending birthday email campaigns, follow the best email copywriting tips such as keeping the copy short and to the point.

Focus on how you intend to make their birthday special. Use phrases like:

Birthday Treat

You’re Special

Just for you

Spend on Yourself

Personalization is also key in this aspect because it helps create a connection between you and the recipient and makes them feel extra special.

Create a birthday-specific email subject line

Not just your email copy, but your email subject line should also have a birthday-related message.

Let the subscriber know that you’ve got something special for them. Wishing them “Happy birthday!” even before they open your email can also help you improve your birthday email open rate.

Here are a few examples of birthday email subject lines:

Source

Be mindful of your email signatures

Your birthday email signatures are as important as the rest of the email. Make sure that you make the most out of that space.

Your email signature should include:

Business details like your logo and business name.

Contact information including your address and phone number.

Website URL and other important links.

A compelling CTA.

Here’s a closeup of PUMA’s email signature as an example:

Source

Adding these elements to your email signatures can help you:

Build brand awareness.

Drive traffic to your website.

Drive traffic to your social media profiles and increase your followers.

Boost user engagement.

You should learn how to create good email signatures and leverage them to grow your brand’s online presence and engagement value.

Time your birthday emails properly

So, when should you send your birthday email? That depends on the kind of email you want to send.

On the other hand, if you’re offering things like free shipping, a discount coupon, or a service upgrade, you can send your birthday email campaign on the same day as your recipient’s birth date or at the beginning of their birthday month. Such offers will usually come with an expiry date that could be three to four weeks after their birthday.

Send reminders

If you send a time-sensitive gift card on a customer’s birthday, you can also send an email to remind them about redeeming their present.

For example, Chandon sent an email with the subject line, “Birthday Savings End Soon!” to remind the subscriber about their gift.

Source

However, don’t overdo it. Sending one reminder after a week of the initial birthday email and another one just two to three days before their coupon or gift card expires is enough.

You can also use this opportunity to increase the sales of a particular product by recommending it to the customer. In fact, some brands also upsell or cross-sell their products through reminder emails.

Birthday email ideas and examples

Since birthdays are synonymous with good wishes and gifting, that’s all you need to make your customers happy on their birthdays.

Let’s take a look at a few ideas and examples to understand how brands are using birthday email campaigns to make profits in the long run:

Create an irresistible discount offer

Give your customers a birthday treat by offering them discounts on their favorite products. Or let them choose the products themselves and offer a discount upon checkout.

Here’s how leading sports fashion brand PUMA makes their customers happy on their birthdays:

If you read the email thoroughly, you’ll realize that PUMA has added a “valid until” date to the discount offer. To enjoy the benefit, the customer will need to buy their products before the coupon expires.

What does that mean? It definitely means more post-birthday email campaign sales for PUMA.

Promote a free gift

Everybody loves freebies. Why not give away a free product to your subscribers as their birthday gift?

You don’t need to ship your gift to any particular address. You can ask your customer to visit your store to claim their gift or give them a coupon code that they can use online.

You can pick a product from their “Wishlist” and give it to them for free. Or gift them something as small as:

A service upgrade

A laptop sleeve

A smartphone cover

A snack

A small accessory to match their recent purchases

Source

Offer free shipping

Yes, even something as small as gifting a user free shipping on their birthday might work out well for them and your brand.

Many people refrain from placing an order because of high shipping costs, which could potentially lead to cart abandonment.

Why not tell them that the shipping fee is on you? This could work well with registered users who have not made their first purchase yet.

For example, Clinique offered free shipping for a total of 30 days to encourage users to treat themselves on their birthday and take their time to decide what their skincare needs are.

Source

Send fun, animated GIFs

Including animated GIFs in your birthday emails can help you boost engagement by adding a festive or celebratory feel to your email copy and make the recipient happier.

Here’s how Hulu used GIFd to entice users. They paired the light-hearted birthday greeting with a free one-month trial offer:

See the GIF in action here

Leverage the right birthday email marketing tools

You can also see if your lead management system or CRM includes a way to set up automated workflows that could send birthday emails to your contacts.

Are you ready to increase loyalty and sales with a happy birthday email marketing?

When done right, birthday email campaigns can help you:

Increase brand awareness.

Make your customers feel valued and boost customer loyalty.

Build customer relationships.

Increase product sales and revenue.

Improve your customer retention rate.

Remember, birthday email campaigns can be one of the most effective customer loyalty strategies for your business. Just follow the best practices that I’ve shared above to plan, execute, and track the effectiveness of your birthday email campaigns.

About the author

Téa Liarokapi is a Senior Content Writer for Moosend, an email marketing and marketing automation platform, and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas–and cats–to play with.

Guest Author

Our guest authors are industry experts, marketers, or business owners who cover a range of topics from sales, marketing, data, and entrepreneurship.

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How To Change Your Birthday On Tiktok

Changing your birthday on TikTok is not that easy.

When you first sign up on TikTok, you’re required to enter your date of birth.

If you accidentally set it to under 13, you won’t be able to access TikTok.

However, you can easily bypass this by signing up for an account on the desktop version of TikTok instead.

But if you want to change your age on TikTok when you already have an account, you need to use another solution.

For example, if you’re under 16, you won’t be able to go live on TikTok even if you have over 1,000 followers.

In this guide, you’ll learn how to change your birthday on TikTok in 3 steps and a couple of frequently asked questions.

How to change your birthday on TikTok

To change your birthday on TikTok, you need to contact TikTok support via the feedback form.

On the feedback form, you need to include your contact information, the description of your issue, and an attachment of your ID.

Then, submit the form and wait for 1 to 3 business days for TikTok’s response.

Unfortunately, you won’t be able to change your birthday on the TikTok app.

This is because there isn’t a date of birth setting on the app itself.

In order to change your birthday/age/birth date, you need to contact TikTok support.

You can also attach a photo of your ID on there as proof of your age.

However, in this guide, you’ll learn how to contact TikTok via the feedback page instead.

Step 1: Go to the TikTok feedback page

Go to the TikTok Feedback page.

To change your birthday on TikTok, you need to contact them via the “Share your feedback” page.

Firstly, open a browser on a desktop or mobile device.

Alternatively, you can visit the feedback page directly at chúng tôi

This page allows you to send your feedback to TikTok.

You can also tell them about a problem that you’ve encountered on the app such as changing your birthday.

Either way, you’re more likely to get a response from TikTok when you contact them via the feedback form.

Proceed to the next step to learn how to fill up the form correctly.

Step 2: Fill up your contact information

Enter your email address (that is linked with your TikTok account), username, and a description of your problem.

Once you’re on the form, you’ll see 3 fields—”Email address”, “Username”, and “What would you like to tell us?”.

Firstly, enter your email address that is linked with your TikTok account.

Next, enter your TikTok username.

Your username (e.g. @followchain) can be found on your TikTok profile below your profile picture.

Although the username field is optional, you should enter it just in case as TikTok support might need it.

Lastly, under the “Feedback” header, you’ll see the “What would you like to tell us?” field.

Explain that you want to change your birthday on TikTok as you’ve accidentally set the wrong date of birth.

Here’s an example of a description, “Hi, I set a wrong birthday when I created my TikTok account. Can you help me to change my date of birth to 01/01/2000?”.

Proceed to the last step to find out how to complete the form and submit it.

Step 3: Attach your ID and submit the form

After you’ve entered your contact information and the description of your problem, you need to attach your ID.

Attaching your ID will prove that the birthday that you want to change to is your real birthday.

Otherwise, TikTok might not help you to change it.

Firstly, take a photo of your ID or scan it on a scanner.

Under the “Attachments (Optional)” header, you’ll see an “Upload” link.

By selecting the “Upload” link, you’ll be able to upload up to 10 screenshots related to your problem.

Select “Upload” and select a screenshot of your ID (with a clear date of birth).

Lastly, select “Submit” to submit the form to TikTok.

TikTok will then review your report and you’ll typically receive a response from them in 1 to 3 business days.

Congrats, you’ve successfully learned how to change your birthday on TikTok!

Why won’t TikTok accept my date of birth?

TikTok won’t accept your date of birth because you are under 13 years old.

To sign up for TikTok, you need to be at least 13 years old.

In order to successfully sign up for TikTok, you need to select a date of birth that is 13 years old and above.

In the event that you selected a date of birth that’s below 13 years old, you can try signing up for a TikTok account on the desktop version of TikTok instead of the mobile app.

Signing up for an account on the desktop version of TikTok will bypass the error message.

What is the age limit to go live on TikTok?

The age limit to go live on TikTok is 16 years old.

If you are below 16, you won’t be able to go live on TikTok even if you have over 1,000 followers.

To bypass this, you can either contact TikTok support to change your age or create a new account.

Alternatively, you can wait until you turn 16 years old to livestream on the app.

Conclusion

Changing your age can be a hassle on social media platforms.

On Facebook, you can only change your birthday for a limited number of times.

On the other hand, TikTok does not even have a birthday setting, and you have to contact TikTok support if you want to change it.

At the end of the day, these platforms hope to mitigate underage users from creating an account as content on them might not be suitable for children.

Further Reading

How to Make High Quality TikTok Videos

How to Change Your “For You” Page (FYP) on TikTok

101 TikTok Fairy Comments to Copy and Paste

Lim How Wei is the founder of Followchain. Feel free to follow him on Instagram.

How To Forward Outlook Emails To Gmail

If you have Outlook and Gmail accounts, you can set up your inbox so that it will automatically redirect your messages to the preferred email account. This is particularly useful when you want to read and respond to email messages and you don’t have Outlook on your device.

Plus, you can forward your emails when you want to read and reply from a different email address, or you want someone else to receive on your behalf and reply while you’re away.

Table of Contents

Whatever your reasons, we’ll show you how to forward Outlook emails to Gmail so you can send and receive mail wherever you want.

How to Forward Outlook Email to Gmail

Whether you just set up a new email account or you don’t want to miss an important email while on the go, here are the steps you need to take to forward Outlook to Gmail. 

Note: Instructions in this guide apply to chúng tôi and Outlook Desktop.

How  to Forward Outlook to Gmail Automatically

You can configure Outlook on the web to forward your emails automatically to your Gmail address.

To do this, go to chúng tôi toolbar and select Settings.

Next, select View all Outlook settings.

Check the box next to Enable forwarding.

Note: If you don’t want Outlook to forward more messages, clear the checkbox instead.

Next, enter the Gmail address to which the emails forwarded from Outlook will be sent. You can select the box next to Keep a copy of forwarded messages to keep the copies in your Outlook account otherwise the forwarded mail will be deleted from Outlook.

Select Save to complete the process.

How to Use Message Rules to Forward Outlook to Gmail

Message rules ensure that Outlook forwards only the messages that match a certain criteria to your Gmail address. For this guide, we’ll use Outlook on the web.

Give the rule a descriptive name that you can remember and then choose how to forward the emails. You can do this by going to the Add a condition dropdown and selecting:

Choose Has attachment

Choose From 

Choose Importance

If you pick Choose Has attachment, Outlook will forward only messages with email attachments. Choose From and Choose Importance will forward emails from specific senders or those marked as highly important respectively.

Note: The message cannot be forwarded until it has met all conditions.

Next, select Add an action and then select Forward to (an email) or Forward as attachment (complete emails forwarded as unmodified attachments).

Enter your Gmail address to which all the forwarded messages matching the set criteria or message rules should be sent.  Here you can specify more than one address if you want the email to be forwarded to multiple recipients.

Next, add exceptions that will exclude all emails that match certain criteria from being forwarded. You can do this by selecting:

Add an exception

Select one dropdown to choose a condition like Sensitivity

Select an option dropdown and choose an option like Private

Once done, select Save to complete the process.

How to Forward Outlook Emails to Gmail on Desktop

We’ve looked at how to forward Outlook email to Gmail using Outlook for the web, but you can do the same using Outlook’s desktop version.

To get started, create a rule using the following steps:

Open Outlook desktop on your PC and find the Rules under Home.

 Select Advanced options.

Next, set the criteria for the forwarded messages or leave it blank if you want every email to be forwarded to your Gmail account and then select Next.

Confirm the prompt if you see a dialog box warning that the changes will apply to all messages. 

Enter your Gmail address in the To box at the bottom and then select the criteria for the emails you want excluded from the rule. If you want, you can also filter emails from particular senders or that contain certain words or phrases.

Give your rule a descriptive name that you can remember in future and check the box next to Turn on this rule.

Select Finish. From here on, every email that’s forwarded will go to the email address you specified and matches the criteria you set.

Send Your Mail Wherever You Want

Whether you plan to switch email clients or you just want to move a few important emails, it’s easy to forward emails from your Outlook account to Gmail using the steps in this guide.

If you have two Gmail accounts, our guide on how to transfer emails between two Gmail accounts offers quick ways to do so within minutes. See also how to forward multiple emails in Gmail and how to automatically save your email attachments to cloud storage and free up valuable storage space on your device.

A Linux Meltdown (With A Happy Ending)

My monitor gave up the ghost in the middle of the workday, naturally when I had deadlines and a half-dozens things to do right now. It turned out to be a fried video card, and I took the long way to figure it out, but I was able to keep working until I had time to troubleshoot and fix it, thanks to Linux’s easy remote networking.

I came back from a break to find it in a hard lockup. Well OK, this is inconvenient, but at least with Linux a hard crash usually doesn’t have bad side effects like mangled system files, unlike a certain other inexplicably popular but frail operating system.

Ctrl+Alt+Delete didn’t work, so I hit the power button. When it came back up it looked like this:

It is true that my vision isn’t getting any better with age, but it’s not that bad. So I says to myself oh dear, I have a problem. I couldn’t take time out of work to deal with it, so I moved to another computer– my house is loaded with computers, as it should be– and used ssh to log into the broken computer:

This accomplished two things. Since I was able to log in and cruise the filesystem, it told me that whatever was broken was probably limited to the video subsystem, and the -Y switch let me use the remote PC as a graphical terminal to the sick computer. So I had easy access to all of my documents and email the easy way.

My video card is an EVGA Nvidia GeForce 7600, and I have a nice 22″ Viewsonic LCD monitor. I would have cried if the monitor had failed because it is only a couple of years old, and I love it. It is crisp and easy to read, it has nice colors, and it has real contrast, brightness, and color controls, instead of those incredibly moronic profile presets that newer monitors have, like “Text” and “Images” and so on. I hate those and they must die.

I did take the time to swap out the digital video cable and try the analog cable. That made no difference, and a few minutes later the display was even worse:

My troubleshooting was rather hasty and disorganized, though it did finally lead to a solution. What can I say, there are good days and there are twitterpated days. As so many readers of my blog suggested, the first thing I should have done was boot up a live Linux CD. That is a fast way to determine if the problem is hardware or software; if the live CD boots normally then the hardware is OK. It would have saved me some time.

But no, I had to take the long way. After work I spent some quality time with it. I connected the monitor to a different PC and it worked fine. OK, so it’s not the monitor. I put it back and rebooted one more time hoping it would magically heal itself, when something I should have noticed right away got my attention: the boot screen was just as mangled as when Kubuntu came up. So duh, that means the video card is at fault because no drivers are loaded yet, and I already know the monitor is fine.

I gave it some time to cool and connected the monitor again. Nope, Nvidia is fried.

Paid Search Advertising: Happy Ending Or Horror Story?

Do you ever get a sinking feeling as you open your paid search account? You don’t know exactly what you’re going to see, but you have a feeling that something has gone horribly, horribly wrong?

Don’t worry, you’re not alone.

And you don’t know why.

Well, guess what? If you’ve ever felt like your paid search account is being attacked by forces beyond your control, you just might be right…

Is Your Paid Search Account Haunted?

Although it might seem like the monsters you see portrayed in the media are simply works of fiction, the creatures you see on TV have very real counterparts in the digital realm.

Even though you might not be able to see them, they are there in the shadows, waiting for the ideal moment to strike. So, if your paid search account feels like a horror story, you just might be facing one of the following monsters:

Vampiric Keywords

The wrong keywords can quickly suck your marketing budget dry. Unfortunately, most account managers invite vampiric keywords into their campaigns without even realizing it.

Like most vampires, these keywords often look appealing on the surface (they might seem to be a great match for the search intent of your audience), but behind the scenes they are sucking budget from your productive keywords.

The biggest problem with these keywords is the fact that they can be hard to separate from your good keywords and search terms. Although holding up a cross to your computer screen might do the trick, it would take quite a while to do that to every keyword.

Instead, the easiest way to identify your vampiric keywords is to track down your wasted ad spend. A good monster hunter might not know where a vampire is hiding, but if he knows a bunch of blood-drained bodies are showing up in a particular area, that’s a pretty good clue that a vampire is nearby.

Same goes for your paid search accounts. If you open your keywords or search terms report and create a filter for “Conversions < 1,” you can quickly see which keywords or search terms are sucking your account dry—those are your vampires.

Then, once you’ve tracked down the blood-suckers, it’s time to pull a Van Helsing and put a stake in them…

Zombified Account Management

Perhaps one of the reasons why so many paid search accounts are filled with budget-sucking keywords is because those accounts are run by zombies.

Of course, those zombies don’t look like your classic brain-hungry undead, but a zombie account manager does a lot of mindless lurching about and seems to be fixated on consuming marketing budgets.

Unfortunately, paid search management zombies seem to be very common.

You know how in the movies it always seems like the zombies outnumber the good guys by a considerable margin? Well, you see the same scenario playing out in paid search management. According to Larry Kim, 9 out of every 10 AdWords accounts does not get regular attention on a quarterly basis.

Similarly, at Disruptive, we’ve found that 72% of the accounts we audit haven’t been touched in a month. So, between these two statistics, that means anywhere from 72-90% of paid search account managers are zombies!

Scary, right?

Now, if you happen to work with (or, heaven forbid, happen to be) one of these account management zombies, you might be tempted to handle the problem in classic zombie-slayer style. Luckily, you don’t have to be quite that violent to solve your zombie problem—there is a better way!

Instead of resorting to violence, the key to eliminating zombified account management is fairly simple: regular account maintenance.

In general, if you have a paid search budget of $10,000+ a month, your campaigns need to be reviewed at least once week (although ideally you should be checking on them at least 3x/week). If you’ve just launched a new campaign, you should be checking up on it 3x/day.

For budgets smaller than $10,000/month, you don’t have to be quite as vigilant, but you’ll still want to look at your account at least once or twice a month.

Now, checking on your account on a regular basis isn’t the same thing as making big changes on a regular basis. If your account has been managed by a zombie for a while, it will probably need a lot of TLC to recover, but if it’s running fairly well, you probably only need to make minor adjustments most of the time.

However, just because your account is running smoothly, that doesn’t mean that you can slack on maintenance. That’s a slippery slope into becoming a zombie account manager.

Jekyll and Hyde Messaging

Another common monster lurking in paid search accounts is Jekyll and Hyde. Here’s what happens:

Let’s say you’re running paid search campaigns for a company that certifies pilots (amongst other certifications). You’ve created a great ad (ad #2) and when someone types in “airplane pilot certification near me” they see the following results:

So far, so good.

Screaming in horror, they hit the back button and completely reconsider their pilot certification plans…

Okay, so their response probably isn’t quite that dramatic, but still, this landing page is hardly a good fit for your potential customer.

Even though your headline says “Learn to fly today” (dynamic keyword insertion, perhaps?), nothing about the page confirms to your visitor that they are actually in the right place. The overall messaging is all wrong.

Guess what? You’ve just pulled a Jekyll and Hyde on your audience.

Ideally, you should have a landing page for each group of closely-related keywords, but if that isn’t feasible, you should at least have a landing page for every marketing campaign. Otherwise, your marketing efforts may end the same way as Jekyll and Hyde’s tragic tale…

Conclusion

Whether physical or digital, monster hunting certainly isn’t for the faint of heart. But, now that you have the right tools, you should able to put an end to your paid search nightmare.

Image Credits

Screen capture taken October 2024.

Postini Competitors Go After Google’s Customers

E-mail security vendors are trying to lure Postini customers now that Google has announced plans to shut down the unit and migrate its customers to Google Apps.

Competitors announcing special offers for Postini customers include Barracuda Networks and Proofpoint. Meanwhile, on Twitter, the owner of Micro Enterprises told Postini customers: “We can help!” while Spambrella tweeted that “we welcome all current users of this service.”

Postini rivals are reaching out to customers who may be uncertain about or opposed to Google’s plan to move them to Apps, its cloud-based e-mail and collaboration suite.

Barracuda Networks is offering Postini customers six months of its Email Security Service and its Spam & Virus Firewall for free, while Proofpoint promises them a “free and easy migration.”

Google Confident

However, Google maintains that it’s going about this migration in way that will let it retain its Postini clients. “We don’t want to lose these customers,” said Adam Swidler, a senior manager with Google’s Enterprise division. Postini is used to protect about 26 million end users.

Google has been transferring Postini functionality to Apps for several years, and had said in the past that its ultimate goal was to eventually migrate all of it. In the past two weeks, it has provided more details about this transition. Recent reports in the press and in social media outlets have incorrectly reported that Google plans to “kill” Postini and leave customers up in the air.

Rather, Google will offer them a migration path, and once they’re on Apps, they will get similar but improved functionality, and on a technical platform that is stronger, Swidler said.

Postini’s email security service ranked low in a Gartner customer satisfaction survey in May, according to a recently published research note by Gartner analysts Peter Firstbrook and Matthew W. Cain.

“This migration may relieve some of that dissatisfaction,” they wrote. “Google Apps consistently upgrades its management console to reflect enterprise needs; Postinis console rarely saw improvements.”

Users of the Postini product known today as Google Message Security, which includes spam and virus filtering, along with e-mail policy management, will get that functionality as part Google Apps for Business.

Users of Postini’s Google Message Discovery will find its functionality replicated in Apps for Business and Apps Vault, an add-on that offers retention, archiving and e-discovery capabilities for email and chat messages.

Apps for Business costs $50 per user, per year, and with Apps Vault it costs $120 per user, per year. However, Postini users will continue to pay what they pay today for the Postini products — $12 per user, per year for Google Message Security and an incremental $13 per user, per year for those who also use Google Message Discovery — as long as they don’t use any of the other Apps suite components, in which case the price would increase.

Regarding Postini’s Google Message Encryption, Google said in an FAQ that it will provide more information about its plans “later this year.” However, Swidler said Google plans to continue working with its current partner on this service, Zix Corp., to offer its cloud encryption service as an add-on option to Google Apps. Two other Postini products — Google Message Filtering and Postini Small Business Edition — have very small user bases and will be phased out.

Transition Period

After the transition, Postini customers will be able to continue using the Google e-mail security and discovery software in conjunction with their current e-mail clients and server software, such as on-premise Lotus Notes and Microsoft Exchange systems.

The transitions, which are expected to begin in earnest next year, should be “seamless” for those customers who have “straightforward” Postini configurations, he said.

In cases of more complex configurations, customers may need to pay attention to certain areas where some features have been re-architected in Apps, he said.

For now, Google is working on developing tools and utilities that’ll help make the transition process “as transparent as possible for users,” he said.

For Google Apps customers, the years-long process of transferring — and improving upon — Postini functionality has been aimed at making the suite stronger in the areas of the e-mail security, discovery and encryption. Longer term, Google plans to broaden the scope of Apps Vault so that it can also encompass all documents and data contained in the suite, in particular on its Drive online storage component, he said.

Juan Carlos Perez covers enterprise communication/collaboration suites, operating systems, browsers and general technology breaking news for The IDG News Service. Follow Juan on Twitter at @JuanCPerezIDG.

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