How do I create a birthday campaign?

Do you want to implement a ready-made birthday campaign to automatically congratulate your subscribers on their birthday? 

Before: enter subscribers' birthdays

You can only create a birthday campaign if you have access to your subscribers' birth dates. 

  • If your subscribers' dates of birth are not yet included on the subscriber list(s), you first have to add them. We recommend you to create a field named 'Birthday' (with the field type: Date) for this. It is advisable to make Birthday a required field.
  • Moreover, when creating a birthday campaign, you can indicate for every list in what field your subscribers' birthdays are registered in step 2 of the Six Step plan. If this field is named Birthday, that is easy, if you have given the field a different name, you can indicate that here.
  • Subscribers that have not entered a birthday, will of course not receive an email.

Create a birthday campaign

The procedure for creating a birthday campaign is as follows:

  1. Start a new campaign (on the page Campaigns)

  2. Click on the link 'Choose a different campaign type' in step 1.
  3. Next, choose the option 'Birthday', and click Start:

Start with the Six Step Plan

You can now set up your birthday campaign in six steps, the same way you would create a regular campaign. Please note: when creating a birthday campaign, you have additional options, which are explained for each step below.

1. Enter basics

You start by entering, among other things, the sender name and address, the subject and the preview text. See also: Enter basics.

Tip: you can wish your subscriber a happy birthday directly in your subject and/or preview text, by using subject personalisation.

2. Select recipients

Select to which subscriber list(s) and/or segment(s) you want to send your campaign. Indicate in what field you have registered their birthdays. See also: Select recipients.

3. Select template

Choose which template to create your birthday campaign with. If you have made a special birthday campaign template yourself, you will find it under 'Saved templates'. You can also pick from numerous ready-made templates, the structure of which you can further edit in step 4.

  • Click the 'Preview' link (under a template) to see a preview of the template.
  • Select the desired template and click on the 'To step 4' button in the displayed yellow frame.

4. Content

You can now put together and format your birthday email. For this, you use the drag & drop-editor:

Specific and important for your birthday campaign:

  • Keep it concise:
    A birthday email is stronger when it has a nice design and a concise, clear message. A 'happy birthday' and one big image are usually sufficient. Your birthday email is even more successful if you give your subscribers a special gift, reward or discount on their birthday.
  • Add the special subscriber variables:
    You have special variables in a birthday campaign, which allow you to mention your subscriber's age or birthday. Check out the subscriber variables for a birthday campaign here.

5. Last check

With the final check, you can inspect your birthday campaign again. It also allows you to see the selected recipients and basic data you entered, along with the newsletter.

6. Schedule delivery

Now you can determine when you want to send your birthday email. First, select the campaign's start date. Then you choose time when your subscriber will receive their special email. In this, you have another important extra option compared to a regular campaign: you can indicate if you want the subscriber to receive the birthday email on the date itself, or an x-amount of days in advance. 

When you click 'Save date and time', the birthday campaign is scheduled and activated. Read here how to stop the campaign. 

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