If you collect information about the date of birth of your clients and subscribers, you can wish them 'Happy Birthday' with Omnisend's Birthday Email. It automatically sends a message on their special day. Perfect for developing customer relationships and making sales.

Show that you care about your clients and subscribers. These emails are fully automated, so you don't have to care about delivery - Omnisend handles it for you.

Contents

Before you start
How to collect birthday dates?
Automation set-up
Content of the message
Testing Birthday Automation

Before you start


How to collect birthday dates?

Birthday Email will only be sent to those subscribers whose birthday data is available to us. It can be imported from your store or you can collect it with help of our Signup Forms. Just add an additional input field for birthday date and all new subscribers will have to enter this info.

As for your existing subscribers, you can create a Landing Page with the additional birthday field and send the link via a Campaign.

Automation set-up

To create the Birthday workflow, proceed to the Automations tab -> click on the Create workflow button and pick one of the suggestions for the Birthday automation.

Automation trigger settings

For this automation to be triggered, you need to add a birthday date to your customers' profiles. To add any date field to the system, it should have the following format: YYYY-MM-DD, however, if you add your customers' birthday dates as a custom property, you won't be able to use it for the Birthday trigger. The only solution is to export your contacts list and upload it with proper mapping.

The default trigger in the automation is set to your customer's birthday date, however you may also trigger this automation before or after the actual date.

Audience filter

You may also target your automation, based on your customers' Profile data (Country, Gender, Tag, etc.) and their belonging to a specific Segment. Birthday email is very personal, and you may make it even more engaging by tailoring its content based on your customer profile data or based on his interests.

Audience filter

Exit conditions

Birthday automation doesn't have the default exit condition, meaning that the customer exit after getting all messages from the sequence. Nevertheless, you may also cancel the workflow under certain conditions.

Exit conditions

Frequency

If you choose not to trigger the workflow for contacts who have already been in this automation, the same customer won't be able to trigger this sequence within a specific time. It makes sense if you don't want to send the same email for every birthday.

Conditional Split

Even though you can target your emails with the Audience filter, it might be a better decision to design one Birthday email with different email message variants based on your customers' profile data, their purchase behavior, and engagement with your emails.

Learn more about segment-based Split Condition.

Delay

The default automation has the delay block set to a specific time of the day. It is definitely not a good decision to disturb your customers too early in the morning.

Content of the message

In the Birthday automation, you may add any of the messages, including Email, SMS, and Push Notification. For example, you could send an Email message one day before your customer birthday and SMS reminder on that day.

When it comes to the content of the Email message, it is perfect timing for some interactive blocks, such as Discount Content block or a Scratch Card.

Birthday Emails: 7 Tips and Best Practices to Increase Sales

Testing Birthday Automation

When testing Birthday automation, you should add a date at least two days before the one when the message should be delivered, because the message is triggered one day before the actual date.

For example, the email message for the subscriber whose birthday is on 10.05.2020 should be triggered on 9.05.2020 at 0:00. If you provide the date 12.05.2020, the email will be triggered on 11.05.2020 at 0:00.

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