It’s your customer’s birthday - make sure you deliver the
communications they’re expecting. Give your customers the
communications they want.
You remembered to send a card, right?
It is quite common these days for companies to want to send
promotions, discounts, or a simple “Many Happy Returns” message
to their clients on or just before their birthdays. Sending a
birthday message can be a great way to say thanks to customers
for their loyalty and gives a feel-good factor to your brand when
your customers are already likely to be feeling pretty happy!
In some cases, birthday promotions can be used effectively to
encourage your clients to purchase your products and spend their
special day in your restaurant or store. Prezzo, the popular high
street Italian restaurant chain, for example, send a multi-stage
programme of emails, targeting customers with an upcoming
birthday and encouraging them to celebrate at Prezzo. This
multi-stage campaign uses a customised offer channel to ensure
that the birthday promotion is unique to the customer and only
redeemable by that recipient.[For
more detail of Prezzo’s award winning use of FastStats read our
How do you set up such a campaign?
As the Support Manager at Apteco, I often get requests from
clients about setting up birthday campaigns or other regular
communications based on anniversaries. These can include
promotions based on subscription renewals, insurance policy
expirations and membership upgrades -all of which need to be
People ask,‘if you have a date of birth field (or other important
date) in your FastStats system, is it possible to select
customers who have a birthday or renewal coming up in the next 7
My answer is ‘yes’, let me explain how this is achieved using
Using FastStats Discoverer to set up campaigns based on
Step 1: Using the date of birth field in your FastStats system,
calculate the next birthday date.
We can derive in an Expression which determines when a person’s
next birthday occurs by making use of the DOB variable and the
The following Expression will show you how a person's next
birthday can be calculated:-
Checking this using the Data Grid tool gives the following
Step 2: Calculate the number of days until their next birthday
What we can then do is use the ‘DateDiff’ function to compare how
many days there are from the date generated by the function above
(their next birthday) to the current date, expressed via the
today (0) function. If, for example, this is between 0 and 7 then
the subject must have a birthday coming up in the next seven
The syntax of the ‘DateDiff’ function is
DateDiff(date a, date b, units)
so we just need to specify today's date as ‘date a’, the date of
the next birthday as 'date b' and “days” for the units i.e. we
want the number of days between the two dates.
Again, putting this on a Data Grid gives these results:
Step 3: Create a selection of customers with birthdays in the
next 7 days.
You can then use this Expression directly in the Selection tool
to get a count of how many customers in your database have a
birthday in the next 7 days. In this example there are 552 people
with a birthday coming up within this time span.
Step 4: Send your customers their birthday promotion
This selection of customers can be quickly exported for use in a
campaign, or, you can upload their details directly to your
chosen email broadcasting platform. Furthermore, now that the
underlying selection is prepared you could automate the process
to run regularly so that you don’t need to remember to do it.
This selection could be used as an audience within a FastStats
PeopleStage campaign. The campaign could then be scheduled to
run, automatically uploading the data to your digital email
broadcasting provider, triggering the broadcast and allowing
FastStats to track the responses.
There are endless variations of this birthday example that you
can develop to create timely promotions based on the data you
have available. If you have regular communications that you would
like to send but don’t have the time or resources in your team to
schedule them each day or week, why not consider automating the
process? Your customers will love the gesture and you will be
able to spend more time working on new promotions and offers for
the other 364 days of the year.
- Date based promotions are a great way to boost customer
- Using FastStats enables you to easily set-up date based
- This process can be automated to free up time for you to
spend on other campaigns.