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"I want to automatically send coupons on birthdays" "I want to set up recurring annual delivery"
Using HubSpot's workflow functionality, you can automate BtoC sales promotions triggered by birthdays.
Effectiveness of Birthday Marketing
Birthday coupons are highly effective in BtoC marketing.
| Benefit | Details |
|---|---|
| High open rates | Personal messages are more likely to be opened |
| Increased purchase intent | Sense of exclusivity drives purchases |
| Improved loyalty | Strengthens customer relationships |
| Automation efficiency | Once set up, automatically sends annually |
Birthday Campaign Overview
Create custom property with date picker type
Auto-deliver annually with "Based on a schedule"
Birthday email with coupon
Reminder for non-openers
Additional channel delivery
Prerequisites
Birthday Property Preparation
HubSpot's default "Date of birth" property has limitations for workflow triggers.
Recommended: Create Custom Property
- Settings → Properties → Contacts
- Click "Create property"
- Property name: "Birthday" or "Birthdate"
- Field type: Date picker (important)
Workflow Prerequisites
Since July 2024, HubSpot uses "Based on a schedule" triggers for date-based workflows.
Detailed Articles
Annual Workflow Setup
Learn how to set up workflows that automatically deliver birthday emails every year.
Post-Open Follow-up
Set up reminder emails for unopened birthday emails and follow-ups after opens/clicks.
SMS Message Integration
Send birthday messages via SMS in addition to email.
Basic Birthday Workflow
"Based on a schedule" annually on birthday property date
Exclude unsubscribed and bounced
"Happy Birthday!" + coupon code
Birthday Email Best Practices
Subject Line Ideas
| Pattern | Example |
|---|---|
| With name | John, Happy Birthday! |
| Benefit-focused | [Birthday Offer] Today-only coupon inside |
Coupon Design
| Element | Recommended Setting |
|---|---|
| Discount | 10-20% OFF or fixed amount |
| Validity | 7 days to 1 month from birthday |
| Conditions | Minimum purchase amount if applicable |
Key Considerations
Birthday Data Collection
First, you need to collect customer birthday data through registration forms, account pages, or surveys.
Privacy Considerations
Birthday is personal information requiring appropriate handling and privacy policy disclosure.
Delivery Frequency Management
Coordinate birthday emails with other promotional campaigns.
Effectiveness Measurement
| KPI | Target | Measurement |
|---|---|---|
| Email open rate | 40%+ | HubSpot email performance |
| Click rate | 15%+ | HubSpot email performance |
| Coupon redemption rate | 10%+ | Reconcile with EC system |
| Average order value | +20% vs normal | Reconcile with EC system |
Summary
- Prepare date picker property: Required for workflow triggers
- Use Based on a schedule annually: Enable automatic annual delivery
- Set up follow-ups: Reminders for non-openers
- Multi-channel approach: Expand reach with SMS integration
- Measure and improve: Continuous improvement based on KPIs
Automate birthday campaigns to strengthen customer relationships.