Introduction

Birthdays offer businesses a unique opportunity to connect with customers personally. Recognizing customer birthdays is a highly effective engagement strategy. Businesses send birthday campaigns to make customers feel valued and appreciated on their special day.

Advantages of sending birthday campaigns

• Personalized experience: Birthday campaigns are personalized, making customers feel like the business is paying attention to them individually.
• Higher engagement rates: Birthday campaigns often result in higher open rates and conversion rates than regular marketing campaigns.
• Increased sales: You can encourage customers to make purchases by offering special discounts or promotions in birthday campaigns.
• Customer loyalty building: Sending a birthday greeting demonstrates that you care about your customers beyond just transactional interactions.
• Positive brand perception: A thoughtful birthday campaign can create a positive impression of the brand and strengthen customer relationships. It can differentiate the brand from competitors who might not send such personalized messages.

We will achieve this use case in two steps:

1. Verify the availability of data
2. Create a Push campaign

Expected Result

Users receive a push notification on their phones on their birthday:

Step 1: Verify the Availability of Data

Before creating a birthday campaign in MoEngage, ensure the user's birth date is available in the MoEngage systems.

1. Go to the user profile of a specific user. For more information, refer to Find User in MoEngage.
2. On the User Profile page, check if the Birthday field has the birthday data.
   In the following example, the user attribute Birthday has the user's birthday information in the Tracked Standard Attribute section of the user profile. However, the birthday information may exist in a different user attribute for your account.
   
   

   info	Information Ensure the data is available in a date format. If there is no data, contact your technical team to send the user's birthday data to MoEngage and store it in a user attribute.

Step 2: Create a Push Campaign

In this section, we will create a periodic Push campaign to wish customers on their birthday: 

Step 2.1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. Under Outbound, click Push > Periodic.
   
   You are taken to the first step, Target users, of defining your campaign.
4. Define your campaign with a name and tags. Enter the following details:
   1. Team: Select a team if your organization has teams enabled for your account. For example, UseCases. For more information, refer to Teams in MoEngage. 
   2. Campaign name: Enter a name for the campaign. For example, BirthdayPushCampaign.
   3. Campaign tags: Select the required campaign tags.
      

5. In the Target audience section, define the audience for your campaign.

   1. Click Filter users by.
   2. On the User property tab, in the Select attribute list, click Birthday (or the attribute where you have stored the user's birthdate).
   3. For the Date operator, select Yearly where the date to filter out specific dates across the years.
   4. In the filter condition, select is today. The Yearly where the date is today combination filters out the users whose birthday is today. So whenever this query is executed, you will get a list of users whose birthday is on that day.
      
6. In the Target Platforms section, select all three platforms (Android, iOS, and Web).
   
7. Click Next to move to the second step, Content, where you can define the content for your Push campaign.

Step 2.2: Content

1. Select the template that you would like to use. For example, select Basic notification.
   
2. Enter the required content for the campaign. You can manually enter a title, message, and summary, or generate them using Merlin AI. For more information, refer to Generate Push Messages with Merlin AI.
3. Add an image using the Image URL or Upload Image option.
4. Add the information for all the platforms. For more information, refer to Create Push Campaign.
   
5. Click Next to move to the third step, Schedule and goals, where you can define your campaign's schedule and goals.

Step 2.3: Schedule and Goals

Define when to start and end this campaign and the conversion goal based on your requirements.

1. In the Send campaign section, do the following:
   1. Select the campaign time zone.
   2. Set up the start date, send time, AM/PM, and set the frequency as Daily.
      
2. In the Delivery controls section, turn the Ignore frequency capping and Ignore global minimum delay toggles on.
   
3. In the Advanced section, under Expiration settings, set up the Expire notifications after and Remove notifications from inbox after field values.
   
4. Click Publish.

Conclusion

In this use case, we created personalized birthday campaigns to engage customers on their special day. The campaign runs daily and sends a happy birthday message to users whose birthday is on that specific day.