What is Birthday and anniversary flow?
A birthday or anniversary flow is an automated email sent on a date stored in a customer profile, such as a birthday or the anniversary of a first purchase.
It depends on a date property. You can ask for birthdays at signup or in a preference form, or use the date of a first order for an anniversary message.
It works because the date is personal and the timing is predictable. The message can offer a small gift, thank loyal customers or simply recognise them, depending on the brand.
Data quality is the main issue. Date formats must be stored consistently, and you should only ask for what you will use, since long signup forms reduce completion.
A worked example.
A hypothetical tea company asks for month and day at signup in a short preference form. On each customer's birthday week a warm note arrives with a small gift on their next order, and on the anniversary of their first purchase another message thanks them.
Common mistakes.
- Storing dates in inconsistent formats
- Asking for a birthday and never using it
- Making the same offer to every customer
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