Should I always send birthday emails on the birthday itself?

This is possible, but is not mandatory. It can be nice to send your birthday email a few days before your subscriber's birthday. For example, if you want to offer your subscriber a good discount or a small gift in your shop on their birthday.

When creating a birthday campaign, you can indicate in Step 6 whether you want your birthday email to be sent on the birthday itself, or an x-number of days before.