How to create a birthday email campaign in Klaviyo

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

  1. 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”).
  1. 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

  1. Go to Lists & Segments:
  • In Klaviyo, click on the “Lists & Segments” tab.
  1. Create a New Segment:
  • Click “Create List / Segment” and choose “Segment.”
  1. 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

  1. Go to the Flows Tab:
  • In Klaviyo, click on the “Flows” tab.
  1. Create a New Flow:
  • Click “Create Flow” and select “Create from Scratch” or choose a pre-built “Birthday” template.
  1. Name Your Flow:
  • Give your flow a descriptive name, such as “Birthday Email Campaign.”

Step 4: Set the Trigger for Your Flow

  1. Choose a Trigger:
  • Select “Date Property Trigger” as the event that will start your flow.
  1. Select the Date Property:
  • Choose “Birthday” as the date property.
  • Set the trigger to activate “0 days before” the birthday.
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Step 5: Add Actions to Your Flow

  1. 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.
  1. 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.
  1. 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.
  1. 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

  1. 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.
  1. 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

  1. 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.
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Step 8: Activate Your Flow

  1. 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

  1. 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.
  1. 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

  1. 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.
  1. Delay (Optional):
  • Time Delay: 3 days
  1. 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.
  1. Delay (Optional):
  • Time Delay: 4 days
  1. 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.

Md Tangeer Mehedi
Md Tangeer Mehedi

I'm Md Tangeer Mehedi, an email marketing specialist with extensive experience running multiple blogs, service-based businesses, and e-commerce stores. On this website, I'm fully focused on developing e-commerce email marketing systems designed to boost sales and create flawless flowchart automations, helping businesses maximize their revenue through effective email strategies.

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