Introduction
Celebrating customers’ birthdays and anniversaries is a powerful way to build brand loyalty and drive repeat purchases. Klaviyo birthday emails allow you to automate these personalized messages, making it easy to engage customers at key moments.
By setting up automated birthday greetings in Klaviyo and leveraging an anniversary flow setup in Klaviyo, you can deliver timely, personalized offers that delight your audience and boost revenue.
How to Send Birthday or Anniversary Emails in Klaviyo
Klaviyo makes it easy to send birthday or anniversary emails through automated flows. The process involves:
Collecting the customer’s birthday or signup anniversary date
Storing the data using custom properties
Creating a birthday or anniversary flow
Designing a personalized email template
Setting up the automation and testing it
Let’s break it down step by step.
1. Collect Customer Birthdays or Anniversary Dates
To send Klaviyo birthday emails, you need to collect customers' birthdates or the date they first signed up. You can do this by:
Adding a birthday field to your signup forms
Collecting birthdays during checkout
Running an email campaign asking customers to update their profile
How to Add a Birthday Field to a Signup Form in Klaviyo:
Go to Klaviyo > Navigate to Signup Forms
Create a new form or edit an existing one
Add a custom field > Name it "Birthday"
Set the input type to "Date"
Save and Publish the form
Now, every new subscriber will have their birthday stored in Klaviyo.
2. Store Birthdays Using Custom Properties
Klaviyo stores birthday and anniversary data as custom properties in user profiles.
How to Add a Custom Property Manually:
Go to "Profiles" and select a customer
Scroll to Custom Properties
Click "Add Property"
Enter "Birthday" as the property name and set a date
Save Changes
To automate this, collect birthdays through forms or imports.
3. Create a Birthday or Anniversary Flow in Klaviyo
A flow automates birthday or anniversary emails based on customer data.
How to Set Up a Birthday Email Flow:
Go to Klaviyo > Click Flows
Click Create Flow
Select "Create from Scratch"
Choose a Trigger:
"Date Property" trigger for birthdays
Select "Birthday" as the property
Choose "Annually" so it repeats every year
Click "Done"
Now, Klaviyo will send the email each year on their birthday.
4. Design a Personalized Birthday Email
Make your Klaviyo birthday emails engaging by including:
A warm greeting: "Happy Birthday, [First Name]!"
A special offer: E.g., 15% off or a free gift
A CTA (Call to Action): "Claim Your Birthday Gift"
A visually appealing design
How to Design the Email:
Click "Add Email" in Your Flow
Choose "Drag and Drop" Editor
Use Dynamic Tags: {{ first_name }}
Insert a Discount Code (if offering a special deal)
Preview and Test Your Email
5. Automate and Test the Flow
Before activating your flow, test it:
Use Klaviyo’s Preview Tool to see how it looks
Send a test email to check formatting
Check analytics after launching to optimize performance
Best Practices for Birthday and Anniversary Emails
✅ Use a Personalized Subject Line – “🎉 Happy Birthday, Sarah! Here’s a Special Gift!”
✅ Include a Time-Sensitive Offer – A 7-day expiration creates urgency.
✅ Segment VIP Customers – Offer bigger discounts to loyal customers.
✅ Test Different Designs & Offers – A/B test emails for best performance.
Conclusion
With Klaviyo birthday emails, you can celebrate key customer moments while driving engagement and revenue. By automating birthday greetings in Klaviyo and using an anniversary flow setup in Klaviyo, you ensure customers feel valued year after year.
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👉 Connect with Dispatch today to level up your Klaviyo strategy!
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