Overview
You can use an Anniversary-type custom field to automatically send subscribers a birthday message on the date stored in their profile.
The recommended approach is to create a group that dynamically identifies subscribers whose birthday falls on the current date, then use that group as the audience for a recurring broadcast.
Recommended Setup
1. Create a birthday group
Create a group with a filter based on the subscriber's Birthday custom field:
- Custom field: Birthday
- Condition: Is today
Because the field is configured as an Anniversary-type custom field, the group will automatically update each day based on the birthday date.
2. Create a recurring broadcast
Within your existing campaign:
- Create a new recurring broadcast.
- Select the birthday group as the target audience.
- Configure the broadcast to run daily.
- Add the birthday message you want subscribers to receive.
Each day, the group will contain subscribers whose birthday is that day, so the recurring broadcast will target the appropriate subscribers automatically.
Why Use This Approach?
This setup is recommended when you already have an existing campaign, such as a welcome series, because it:
- Keeps the birthday messaging within the existing campaign.
- Automatically updates the audience each day.
- Does not require Liquid logic in the message.
- Does not require creating a separate Smart Campaign solely for birthday messages.
Example
If a subscriber has:
Birthday: June 8
On June 8, they will match the Birthday is today group and be eligible for the recurring birthday broadcast.
On June 9, they will no longer match the group, while subscribers whose birthdays are June 9 will match it.
Summary
For automated birthday messaging using an Anniversary-type custom field, the preferred setup is:
Anniversary custom field → Group filtered to "is today" → Daily recurring broadcast in the existing campaign
This provides a simple way to automatically send birthday messages without additional Liquid logic or a separate Smart Campaign.