Birthday emails are some of the most effective emails you can send in e-commerce as they generate 342% higher revenue per email than promotional emails. With Automations you can setup multiple emails in this series to wish subscribers for their birthday and give them a birthday coupon.

Follow the steps below to create a birth email series for your store.

Step 1: Navigate to Automations and Create a New Automation

To get started creating an automation navigate to the Automations page. Click the New Automation button.

Next give your Automation a name.

Step 2: Configure your Trigger Settings

For a birthday series you'll want to create a segment-triggered automation, then select Create New Segment at the bottom of the dropdown

The segment you create should have the rules with an OR selector

  • Birthday (dd/mm) or Birthday (mm/dd) is today
  • Birthday (dd/mm) or Birthday (mm/dd) was # days ago*

*The amount of days is dependent on how long you'd like your series to run. If you'd only like to send 1 birthday email without a remind, you don't need the second rule

After you select a segment, choose the rules for when subscribers join the segment. For a win-back series you want to choose Whenever rules match as you'd like this email to send every year on your subscribers birthday.

Once you select a smart segment and save, you can no longer change the list that triggers the automation.

Step 3: Add an Email

For this birthday email series I'm going to trigger my first email immediately after subscribers enter the segment, so I'll place an email directly under the trigger.

Once you drag your email into the automation. You can give it a name for your own records and a subject line. Then click Edit to design your email.

You'll be directed to our email composer where you can add content and create your campaign. Once you're done, click Enable and you'll be directed back to your automation in progress.

The design of this email is up to you, but typically in your first email you simply want to wish your subscriber happy birthday and give them a discount as a gift.

Step 4: Add a Time Delay (optional)

Next before we add another email, we will schedule it by using a Time Delay.

Time delays add a delay between actions in your automation. To add a Time Delay, drag it into your automation.

From there set the time you'd like to delay the next action until.

Step 5: Conditional Split (optional)

Before you send a reminder email for subscribers to use their birthday coupon you want to split out customers that have placed an order recently. Drag a conditional split into the automation and select the premade segment Recent Purchasers or click Create New Segment to create a segment.

If you create a segment you want to add the rule

  • Has ordered in # days*

The number of days should be at least the length of your time delay placed previously

Step 6: Add another email (optional)

After the conditional split is added we're now able to add another email. We'll add this on the NO side of the split as we want to remind subscribers who haven't used their birthday discount. Once you've done that, design and enable your email.

Typically in this email you'd want to remind customers to use their birthday discount and let them know you hope they had a great birthday.

Step 7: Enable Automation

Now that all your emails are in place. Click Enable at the top right of the screen. You'll be promoted to confirm that you'd like to enable your welcome series.

That's it. You're done! Congrats on creating your birthday email series with SmartrMail 🎉

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