Creating a birthday email campaign in Klaviyo helps you engage customers on their special day, enhance customer loyalty, and boost sales with personalized offers. Here’s a step-by-step guide to setting up an effective birthday email campaign in Klaviyo:
Step 1: Collect Birthdays from Your Subscribers
- Add a Birthday Field to Your Signup Form:
- Go to the “Signup Forms” tab in Klaviyo.
- Edit an existing form or create a new one.
- Add a date field to collect the subscriber’s birthday.
- Ensure the field is labeled clearly (e.g., “Enter Your Birthday”).
- Update Customer Profiles:
- Make sure the birthday data is being saved to customer profiles in Klaviyo. You can do this by mapping the date field to the “Birthday” property in Klaviyo.
Step 2: Create a Segment for Upcoming Birthdays
- Go to Lists & Segments:
- In Klaviyo, click on the “Lists & Segments” tab.
- Create a New Segment:
- Click “Create List / Segment” and choose “Segment.”
- Define Segment Criteria:
- Set criteria to find customers with upcoming birthdays. Use the following settings:
- “Properties about someone” > “Birthday” > “is after” > “today”
- “Properties about someone” > “Birthday” > “is before” > “today + 7 days”
- This segment will capture subscribers whose birthdays are in the next 7 days. Adjust the timeframe based on your needs.
Step 3: Create a New Birthday Flow
- Go to the Flows Tab:
- In Klaviyo, click on the “Flows” tab.
- Create a New Flow:
- Click “Create Flow” and select “Create from Scratch” or choose a pre-built “Birthday” template.
- Name Your Flow:
- Give your flow a descriptive name, such as “Birthday Email Campaign.”
Step 4: Set the Trigger for Your Flow
- Choose a Trigger:
- Select “Date Property Trigger” as the event that will start your flow.
- Select the Date Property:
- Choose “Birthday” as the date property.
- Set the trigger to activate “0 days before” the birthday.
Step 5: Add Actions to Your Flow
- Add the First Email:
- Drag and drop an “Email” action into your flow immediately after the trigger.
- Click on the email action to open the email editor.
- Design the Birthday Email:
- Subject Line: Craft a compelling subject line like “Happy Birthday, [First Name]!”
- Email Content: Include a personalized birthday message, special offers, discounts, or freebies.
- Personalization: Use dynamic tags like {{ first_name }} to personalize the email.
- Call to Action: Include a clear and enticing call to action, such as redeeming a birthday discount or exploring new products.
- Add a Delay (Optional):
- If you want to send additional follow-up emails, add a “Time Delay” action into your flow after the first email.
- Set an appropriate delay (e.g., 3 days) and add another email action.
- Add Subsequent Emails (Optional):
- Repeat the process to add additional follow-up emails if desired. For example:
- Email 2: Send 3 days after the birthday. Remind them to use their birthday offer if they haven’t yet.
- Email 3: Send 7 days after the birthday. Include a final reminder before the offer expires.
Step 6: Design Each Email Template
- Use Klaviyo’s Email Editor:
- Use the drag-and-drop editor to create visually appealing and engaging email templates.
- Include high-quality images, clear headings, and concise copy.
- Ensure each email has a clear and prominent call to action.
- Personalize Your Emails:
- Use dynamic content blocks to tailor the message to each recipient.
- Include personalized recommendations or offers based on the customer’s browsing behavior or purchase history.
Step 7: Test Your Flow
- Send Test Emails:
- Use Klaviyo’s testing feature to send test emails to yourself or your team.
- Check for errors, ensure all links and personalization tags work correctly, and optimize the design and content.
Step 8: Activate Your Flow
- Turn On the Flow:
- Once you are satisfied with the setup and testing, activate the flow by toggling the switch to “Live.”
Step 9: Monitor and Optimize
- Track Performance:
- Use Klaviyo’s analytics to monitor the performance of your birthday emails. Track metrics such as open rates, click-through rates, and conversions.
- Optimize Based on Data:
- Make adjustments based on performance data. A/B test different subject lines, email content, and timing to optimize your flow.
Example Birthday Email Flow
- Email 1:
- Subject Line: “Happy Birthday, [First Name]!”
- Content: Include a personalized birthday message, special offers, discounts, or freebies, and provide a clear call to action.
- Delay (Optional):
- Time Delay: 3 days
- Email 2 (Optional):
- Subject Line: “Your Birthday Offer is Waiting!”
- Content: Remind them to use their birthday offer if they haven’t yet, and include a clear call to action.
- Delay (Optional):
- Time Delay: 4 days
- Email 3 (Optional):
- Subject Line: “Last Chance to Use Your Birthday Gift!”
- Content: Include a final reminder before the offer expires and provide a clear call to action.
By following these steps, you can set up an effective birthday email campaign in Klaviyo that helps engage customers, enhance loyalty, and boost sales.
