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Sending a Post Birthday Message

Marketo Employee
Marketo Employee

Here is how you can send a post-birthday messages to a person. The following example uses the Date of Birth field which is automatically created when a new Marketo instance is created. It is automatically mapped to the SFDC Contact Birthdate field when Marketo is integrated with SFDC. The field type is “date.”

You have to set up two smart campaigns since the lead token, {{lead.Date of Birth}}, can only be used in a trigger campaign.

Step 1. Create a batch campaign with campaign is requested in the Smart List

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Step 2.  Configure Wait Step in the Flow

  • Add token {{lead.Date of Birth}}. Remember a token can only be used in a trigger campaign. Choosing "Plus" will make the wait step end after the date in the token. Choosing "Minus" will make the wait step end before the date in the token.
  • Remember to click "Use next anniversary date"
  • Set time for when you want the wait step to end. This will be the time the email will be sent out.

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Step 3. Add Send Email to Flow

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Step 4. Activate

Step 5. Next create a batch campaign with a request campaign in the flow step.

Step 6. Set Smart List

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Step 7.Request the first campaign in the Flow

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Step 8. Run the campaign

Alternative Method for Sending a Message after a Person’s Birthday

In this example you will need your SFDC Admin to continuously update the value of the SFDC Contact Birthdate field to the upcoming year. Since the Birthdate field includes Month, Day and Year, the year always needs to changed to the upcoming year. For example, if today is 5/14/2016 then all values in the Birthdate field need to be 2016 or 2017. Once a person's birthday has passed then the year needs to be updated to the next year.

Set the Date of Birth field twice in your smart list in your smart campaign based in the past before 2 days time and in past 3 days time.

  • If the date is exactly 3 days in the past the record will qualify
  • If the date is not exactly 3 days in the past the record will not qualify

Smart List

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Schedule

Set the schedule to run every day. Set the flow so a record can flow either only once or once every 364 days.

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Instructions to send a birthday message.

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3 Comments

If I run "Step 8. Run the campaign" each day because we are continuously getting new members.. will people then be hit multiple times, or only one time?

Level 7 - Champion Alumni

Like Brian mentioned at the end, just set the qualification rules so the lead can only flow through the campaign once or once every 364 days. That'll ensure you don't double-down on reminding them that they're getting old.

Good idea 🙂

Is there anyway I can test this feature without waiting 1 year to see if the mail comes on my birthday?