Birthday E-mail

Congratulate every customer personally? Set up a birthday trigger!

Carola avatar
Written by Carola
Updated over a week ago

Do you want to congratulate your birthday customers and treat them on their birthday? That's why we created the birthday trigger! You set up the trigger once and then automatically send a personal birthday email to each birthday customer. πŸŽ‰

Go to the trigger page and click on the Reloadify - Birthday template.


Give the trigger a clear name. The name is not visible to customers, but purely to yourself. A clear name makes it easier to find the trigger back on the trigger page:

Reloadify - Birthday

Next, using the filters, segment your audience:

Profile of which:
birthday equals 0 days ago

Zero days ago equals today. You can also choose to send an email on the day after a birthday or on the day before a birthday. One day ago equals yesterday and minus one day equals tomorrow. Of course you never know what other stores do in terms of e-mail communication around a birthday, so be creative!

Want to resend unopened emails? Then enable this.

Next, choose the start and end time in which you want to send the automatic trigger. You can choose to have the sending continue 24/7, but we would recommend selecting a more specific time frame, so your email is less likely to get snowed under. For example, like between 7 a.m. and 8 P.M.

Above the filter settings you can see how many profiles match the set filters. It could well be that there are no birthday customers at the time of setting.

E-mail settings

The second step takes you to the sender settings, where you enter the details of you as the sender. If all goes well, both are already filled out for you. If not, please check your email settings in the settings menu; they are synchronized with each other. We would like to advise you to choose the name and email address of your web store and to use both in your entire email communication:

Anne from Reloadify - [email protected]

You can choose your company name or for instance your own name combined with your company name. We would like to recommend you not to choose only your own name. Customers might not recognize this name and therefore see the e-mail as spam.

You then continue with the email subject:

{{first_name}}, you've got a gift! 🎁

By including the customer's first name in the subject, you make the email more personal and trigger customers to click on the email more quickly. You can also choose to add a preheader:

Find out what gift is waiting for you!

A preheader is a short introductory text that improves conversion. It is the first line a customer sees when the email lands in his or her inbox. With a preheader you can give the customer that extra push to click on the email. Think of it as an extension of your email subject line.

E-mail Design

In this third step, you can continue to decorate and style the trigger. The standard triggers contain a template that you can personalize. Using the menu on the right you can drag and drop various elements into your email, for example dynamic products, images, videos etc.

But, let's start with the text; after all, that is one of the most important aspects in a birthday email:

{{first_name}} you have a birthday today and therefore we have a surprise for you! With the following discount code you can shop very cheap. Do it today and your order will be delivered tomorrow. Happy Birthday!


You add a coupon code by using merge tags. Click on the text box and you'll see the option for merge tags in the black toolbar. You will see a list of all possible variables. At the bottom of this list you will find your created discount codes. If you click on a discount code you will see it appear in the text box. In this example we have left it out, but you can of course choose to name the terms of use of the discount code.

Haven't created any discount codes yet? Don't worry, you can do this in no time. Read this article about creating dynamic discount codes. Don't forget to save your trigger so far (top right corner). πŸ™ƒ

For a birthday email it is not necessarily important to show dynamic products in your email, but it is of course possible. Perhaps, in addition to a discount code, you want to show one or more products that a customer has ordered before, for example; the customer has ordered nail polish before and you want to bring this nail polish to their attention again now. You may also want to show similar products, for example; the customer has previously ordered red nail polish and you now want to show the customer purple nail polish. As you can see, there are many options available!

To add a previously ordered product, choose the 'rows' tab on the right side of the menu and click on the dropdown menu. Then choose the dynamic content block 'last ordered products', this block actually shows one product. If you want to show more than one product, choose 'all last ordered products'. This dynamic content block works like a 'loop'; you drag one block into your email and it repeats as many times as the number of products in the last order. If you want to show similar products to the customer, you can choose 'cross-sell products'.

After adding the text, the discount code and possibly a dynamic content block, you can proceed with the design and styling of your trigger. We have listed a few (important) aspects for you. A number of these points will reappear in all trigger templates and will therefore also appear in several articles on the subject.

Note: the styling and further layout may look different for each webshop, you may get inspiration from the points below.

Header: let the logo of your store appear in the header and possibly adjust the background color.

Heading text: It's party time! 🎈

Add your text box (with your previously written text) here.

Should you want to add a dynamic product, you can introduce it with a header.

Subheading: Popular products

Add your dynamic content block here if necessary and don't forget to style it.

Button: Shop Now

Row: turn your 'benefits' into an image or add a text box with a listing:

  • Ordered before 21:00, delivered tomorrow

  • Free shipping for orders above € 25

  • 30 days return policy

Row: if you have an app for your online store, you can add a link to the App Store or Play Store.

Subheading: Can we help?

Do you have questions about a product or maybe something else? Please feel free to contact us! You can reach us Monday through Friday at 050 000 00 00 or email us: [email protected].

Social media: choose which ones apply to you or leave the option blank.

πŸ’‘ Tip: don't forget to link your social media channels.

Copyright Β© 2022, all rights reserved.

Footer: You are receiving this email because you are a Reloadify customer or because you are subscribed to our newsletter. Don't want to receive any more emails? Unsubscribe quickly and easily by clicking here.

❗ Note: we already added the unsubscribe link for you in the template. If you have chosen to create a new trigger, you have to add the link yourself. You do this by selecting the relevant text and clicking on 'special links' > subscriptions > unsubscribe link in the toolbar of the text box.

Close your e-mail with a row in the same color as your header, but without your logo. This will create a nice and clean email.


Save your created rows, this will save you the next time you want to send the same kind of e-mail(s). You will find the saved rows under 'saved rows'.

As for the color we advise you to set the background color of your e-mail to white, but of course you can also choose another light color. This will make the email easier to read.

Images are scaled by default. This means that images are adjusted to the dimensions of the images in your store. If you don't want this, you can click on the image and disable the option 'auto-scaling image' on the right. Then you can manually set the size of the images.

Don't make your logo and other images too big because of the mobile version of the trigger. It may vary by phone, but images may be somewhat compressed.

Wondering what your email will look like to a client? Send yourself a test email. The system will complete the email with customer data from a random profile in your web store.

Activate trigger

Before activating the trigger, please note: did you use the Reloadify trigger template? Then please check if you have replaced our name with your own company name. Did you do that? Then you're good to go!

If you activate the trigger, our system will continuously search for profiles that match your set filters.

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