Encouraging customer loyalty using birthday campaigns

Hey, it's your birthday! Here's a present on us

Don't we all just love getting a little something on our birthday? And an Experian study has shown that birthday emails have a 481% increase in transaction rates, making them a no brainer!

The Next Birthday attribute in the Lexer Hub can be used to drive customer loyalty and sales, so let's walk through how to use it!

The "Next Birthday" attribute

The Next Birthday attribute is used to tell you the date of a customer's next birthday. You can then utilize this information to create some great birthday campaigns! For example, you can offer your customers a gift, discount code, or free shipping. These personalized birthday discounts and rewards will then encourage loyalty to your brand and promote sales.

You’re able to create segments for anyone whose birthday is coming up in the next month, and have profiles automatically fall in and out of the segment. These segments can then be used as an audience for ongoing activations and run your birthday campaigns all year round.

The example shown above is a sample of a common birthday email, including a 20% discount code.

There are a number of other ways you could utilize this feature to encourage sales, or promote brand loyalty. You can utilize this segment to experiment, and find the most effective birthday campaigns for you, and your customers!

How to use the Next Birthday attribute

To use the Next Birthday attribute you’ll need to create a new segment in the Segment Builder.

  1. In the hub, navigate to Understand > Segment.
  2. Use the attribute picker to search for the Next Birthday attribute and add it to the MUST HAVE section of the builder.
  3. Once you've added the attribute to the builder, hover over it and click the > symbol to adjust your filters. Select in the next 30 days. If you want your search to be more specific than just birthdays, you can add more variables here, such as names, birth years, and other personal identifiers that you’re looking for.
  4. Clicking Search on the bottom right will show all profiles that match this criteria. Clicking Save next to this will save your specific segment criteria.

Set up your Next Birthday activation

To set up your activation, start by navigating to Engage > Activate in the top navigation bar.

Once you’re in Activate, follow the steps indicated in the screenshot below.

  1. Click on NEW ACTIVATION.
  2. Select your chosen integrated account.
  3. Under segments, add your Next Birthday segment.
  4. Fill out the required details in settings. Some suggestions for these settings:
  5. Activation name: Give your activation a name.
  6. Update an existing list: In the drop down select the appropriate list if you wish.
  7. Check the Ongoing Activation box if you want this activation to run daily, and check the Notify me box if you wish to be notified of when it runs.
  8. Segment Action: Choose to Maintain, Append, or Remove the profiles from the audience.
  9. Measurement: Choose whether to append the activation name as an attribute to the included profiles. If ticked, you can create a segment in Understand > Segment with profiles that are part of this activation in future.
  10. Agree to the terms and click Run Activation.

You will be able to see the status of the activation at the bottom after it starts running. Once complete, these profiles will appear as a segment in your chosen integration under the Activation Tag you set above.

And that's it, a completely automated birthday journey!

Recap

In this article you've learned about the Next Birthday attribute and how you can use it to build your segments for activation and engagement. Your customers will definitely appreciate those birthday discounts!

Updated:
November 30, 2022
Did this page help you?
Thank you! Your feedback has been received!
Oops! Something went wrong while submitting the form, for assistance please contact support@lexer.io
Welcome to Lexer!
Fundamentals
Getting started
Our glossary
Fundamentals
Getting started
Integrations
Fundamentals
Setup
My account
Fundamentals
Setup
Manage team
Fundamentals
Setup
Group permissions
Fundamentals
Setup
Classifications
Fundamentals
Setup
Out of the box segments
Fundamentals
Setup
Lexi your AI companion
Fundamentals
Lexi
Browser guide
Fundamentals
Security
Corporate networks
Fundamentals
Security
Emergency contact
Fundamentals
Security
Multi-factor authentication
Fundamentals
Security
Single sign-on
Fundamentals
Security
Trust and compliance
Fundamentals
Security
Lexer's Identity Resolution
Fundamentals
Identity Resolution
Lexer's ultimate troubleshooting guide
Fundamentals
Troubleshooting
Troubleshooting tech issues
Fundamentals
Troubleshooting
Troubleshooting integrations
Fundamentals
Troubleshooting
Troubleshooting Activate
Fundamentals
Troubleshooting
Troubleshooting Respond
Fundamentals
Troubleshooting
Help! My data is missing from the Hub
Fundamentals
Troubleshooting
How data is ingested into the CDP
Data
Self Serve Onboarding
Getting started onboarding data
Data
Self Serve Onboarding
Understanding APIs at Lexer
Data
Self Serve Onboarding
Providing JSON data to Lexer
Data
Self Serve Onboarding
Providing CSV data to Lexer
Data
Self Serve Onboarding
Upload using SFTP
Data
Self Serve Onboarding
Upload using S3
Data
Self Serve Onboarding
Lexer data specification
Data
Data Specification
Customer data specification
Data
Data Specification
Commerce data specification
Data
Data Specification
Marketing data specification
Data
Data Specification
Compliance data specification
Data
Data Specification
Rate limits
Data
Formatting
Product imagery
Data
Formatting
Currency conversion
Data
Formatting
Dataset management
Data
Datasets
Activity API
Data
APIs
Visualize API
Hidden from nav
Lexer Javascript Tag basics
Data
Javascript Tag
Export to CSV
Measure
Listen
Data in Lexer's CDXP
Data
Customer Data
Data source - CRM
Data
Customer Data
Data source - Email
Data
Customer Data
Experian
Data
Partner data
Secure file upload
Data
Customer Data
Segment overview
Understand
Segment
Creating segments
Understand
Segment
Smart Search
Understand
Segment
Export attribute results
Understand
Segment
Contact a customer
Understand
Segment
Fixing a disabled segment
Understand
Segment
Profile tab
Understand
Segment
Lexer's attributes
Understand
Attributes
Predictive attributes
Understand
Attributes
Attribute value types
Understand
Attributes
Compare segments
Understand
Compare
Compare attributes
Understand
Compare
Activate overview
Engage
Activate
Ongoing activations
Engage
Activate
Audience splits
Engage
Activate
A/B splits
Engage
Activate
Control group splits
Engage
Activate
Inbox filtering
Engage
Respond
Ignored Senders
Engage
Respond
Forms for service
Engage
Respond
Workflow states
Engage
Respond
Bulk changes
Engage
Respond
Scheduled replies
Engage
Respond
Message templates
Engage
Respond
Customer profiles
Engage
Respond
Grouped messages
Engage
Respond
Automation rules
Engage
Respond
Redact messages
Engage
Respond
Where do your best customers live? Use geographic insights to maximize media spend and conversion
Grow
Where do your best customers live? Use geographic insights to maximize media spend and conversion
Suppression audiences: How to use them and maximize your media effectiveness
Enrich
Suppression audiences: How to use them and maximize your media effectiveness
Measure campaign effectiveness: Track your KPIs and report on campaign performance
Enrich
Measure campaign effectiveness: Track your KPIs and report on campaign performance
Converting prospects: Acquire customers from your current, engaged prospect base (and save your ad spend!)
Acquire
Converting prospects: Acquire customers from your current, engaged prospect base (and save your ad spend!)
Understanding customer intent: Effective message personalization for buyers who shop outside their gender
Grow
Understanding customer intent: Effective message personalization for buyers who shop outside their gender
Deepen customer understanding: Use third-party data to identify insights for personalized messaging and increased engagement
Grow
Deepen customer understanding: Use third-party data to identify insights for personalized messaging and increased engagement
Basket analysis: Increasing customer lifetime value through targeted product bundling
Grow
Basket analysis: Increasing customer lifetime value through targeted product bundling
Persona building: Personalize your messaging for maximum return on your campaign investments
Grow
Persona building: Personalize your messaging for maximum return on your campaign investments
Driving customer loyalty: Identify, keep, and grow your most loyal customers
Retain
Driving customer loyalty: Identify, keep, and grow your most loyal customers
Increasing customer lifetime value: Upselling strategies
Grow
Increasing customer lifetime value: Upselling strategies
Reactivating lapsed customers: Retention and growth
Retain
Reactivating lapsed customers: Retention and growth
Welcome offer strategies: Using the Hub for analysis
Acquire
Welcome offer strategies: Using the Hub for analysis
Creating customer forms: Best practices
Enrich
Creating customer forms: Best practices
Connecting your MarTech stack with Lexer!
Enrich
Connecting your MarTech stack with Lexer!
Identifying win-back customers using the Second Last Order: Date attribute
Retain
Identifying win-back customers using the Second Last Order: Date attribute
Understanding customers' purchasing habits: Order Sequence filter
Grow
Understanding customers' purchasing habits: Order Sequence filter
Maximizing customer communications in Respond
Retain
Maximizing customer communications in Respond
Using Product Recommendation in the Hub to encourage repeat purchases
Grow
Using Product Recommendation in the Hub to encourage repeat purchases
Encouraging customer loyalty using birthday campaigns
Retain
Encouraging customer loyalty using birthday campaigns
Increasing customer lifetime value: Converting your one-time buyers into two-time buyers
Grow
Increasing customer lifetime value: Converting your one-time buyers into two-time buyers
Collecting zero-party data using Lexer Forms
Enrich
Collecting zero-party data using Lexer Forms
Measuring your data over time with Track
Enrich
Measuring your data over time with Track
UTM Creation Guidelines
UTM Creation Guidelines
UTM Creation Guidelines
Brand Assets
Brand Assets
Brand Assets
GTM guide to creating marketing materials with Lexer
GTM guide to creating marketing materials with Lexer
GTM guide to creating marketing materials with Lexer
How to use the Lexer Form Builder
How to use the Lexer Form Builder
How to use the Lexer Form Builder
Explore our standard integrations
Explore our standard integrations
Explore our standard integrations
Operating a CDP Practice LP
Operating a CDP Practice LP
Operating a CDP Practice LP
LP Sales Enablement
LP Sales Enablement
LP Sales Enablement
Video Training Courses LP
Video Training Courses LP
Video Training Courses LP
Purpose and Mission
Purpose and Mission
Purpose and Mission
Brand & Marketing LP
Brand & Marketing LP
Brand & Marketing LP
Stage 3 - QBRs and Customer insights
Stage 3 - QBRs and Customer insights
Stage 3 - QBRs and Customer insights
Client Onboarding Journey
Client Onboarding Journey
Client Onboarding Journey
Start your CDP Practice
Start your CDP Practice
Start your CDP Practice
Lexer Messaging
Lexer Messaging
Lexer Messaging
Pain point conversations
Pain point conversations
Pain point conversations
Lexer Ideal Customer Profile & Positioning
Lexer Ideal Customer Profile & Positioning
Lexer Ideal Customer Profile & Positioning
Referral Partner Program Overview
Referral Partner Program Overview
Referral Partner Program Overview
Demo Hub Guide
Demo Hub Guide
Demo Hub Guide