Birthday campaign

  • Updated
The terms audiences and segments are interchangeable. Optimizely has updated all segments to audiences in the Audiences page and is currently working on updating the UI in other pages. See Understand audiences to get information on audiences. 

A birthday campaign in Optimizely Data Platform (ODP) engages customers throughout the purchase funnel. The campaign celebrates the customer's special occasion, encourages conversion, and fosters their relationship with your brand.

Example

Use a birthday campaign when customers share their birthday information for a personal relationship. A satisfied customer might decide to purchase your brand again.

Configure the campaign

Email and SMS channels are legacy features and not offered to new customers.  

You must create the birthday campaign from scratch. ODP provides the following three default fields on every customer profile:

  • Birthday (Month) – The numeric month (1 – 12)
  • Birthday (Day) – The numeric day of the month (1 – 31)
  • Birthday (Year) – The numeric year

These field values populate through submissions to a web modal or embed, a CSV import, APIs, or SDKs. Using these fields, ODP calculates the following customer observations:

  • Days until Birthday
  • Calculated Age 

Create from scratch

  1. Go to Activations > Overview > Create New Campaign.
  2. Select Behavioral > Create From Scratch.
  3. Expand Enrollment and select Create New Segment.
  4. Add Customers with attributes, Observation > Days until Birthday, and a timeframe observation to the audience expression.

  5. Expand Enrollment Rules and enable constraints to refine your audience and include customers who did not match the campaign in the previous year. This lets customers celebrate only once a year.

  6. Expand Touchpoint and click Select start time and schedule. In the prompt, select Recurring and ensure the campaign has a Start Date and no End, repeats Daily, and is sent at an appropriate time. 

  7. Click Touchpoint 1 to edit the campaign's content and include your brand's logo, a Header, and a Footer.
  8. Click Save and Go Live when ready to send the campaign.

Preview and test the campaign

You must have the PII Viewer role to preview and test a campaign.

Preview the campaign 

  1. Click Preview.
  2. Enter the email address or customer ID of someone in the campaign's reachable audience to preview their version of the content.
  3. Click Preview.

Test the campaign

  1. Click Test. 
  2. Enter recipients (separated by commas) of the test email in the Recipient Email Address.
  3. Expand Render Template with Customer (Optional) and search for the email address or name of someone in the campaign's reachable audience to preview their version of the content. Leave the field blank to preview the email as an unspecified customer.
  4. Click Send.

Go Live

  1. Select the campaign's name from the breadcrumb trail.
  2. Click Save to ensure all touchpoints are updated.
  3. Click Go Live.