The Anniversary Trigger is an automated message sent to customers to recognise the anniversary of their enrolment in a membership or loyalty program. This trigger is based on the original sign-up date and is typically sent annually to celebrate the customer's continued relationship with the brand.

Purpose & Benefit

Anniversary emails serve as a meaningful touchpoint to strengthen customer relationships, build emotional loyalty, and show appreciation for ongoing engagement. When personalised and timed effectively, these messages can increase customer satisfaction, drive repeat engagement, and even prompt additional purchases or reward redemptions. They help reinforce the value of the program and remind customers they are recognised and valued.

An anniversary trigger can be sent using our UI-based scheduled trigger functionality. We’ll walk through the set-up below.

Suggested Set-up & targeting rules

1. Channel: Email, SMS, WhatsApp or Push

2. Distribution Type: Select 'Scheduled trigger'.

3. Start date/time: Select the date and time you want the trigger to start sending. Because it’s a daily trigger, it has been set up to send at 10am each day.

4. Trigger interval: Select 'Daily' so the trigger runs each day and can check for subscribers whose anniversary date is today. Alternatively, you could set it up as a monthly trigger should you wish to celebrate the month that they joined.

5. Subscriber send frequency: It has been set up to send once a year so this has been set to ‘send once every 364 days’.

6. Send Limit: You can use this field if you know how many recipients an activity should be sent to each time and you don't want to send it if there are more recipients than expected. If you leave this field blank, then this send limit won't apply. For instance, if there are 500 in this field and it targets subscriber list X which includes 1000 subscribers, the activity will not be sent at all. Note: send limit should only be used for triggers and not immediate or scheduled broadcasts

7. Target expression:

   • In this example, each member profile has the custom field ‘joined_date’.
   • Importantly, the value of this field is standardised in an ISO date format (YYYY-MM-DDT00:00:00).
   • This means the target expression system recognises this as a date and can use the logical operator ‘is’ as well as a date range option ‘today’.
   • Of course, you will need to ensure that the targeting only targets those who are still subscribed to the master list.

Save the changes you make by clicking the save button.

If you set a frequent repetition cycle, remember to exclude subscribers who have already received the activity, otherwise the trigger will continue to send to the same subscribers. You can do this by adding not sent activity X last Y days to the target expression (where X is the activity ID).

Approve and Deploy

1. Approve and deploy your activity to initiate the trigger by clicking the 'Approve' button.

2. A small box will appear. Confirm the revision, and schedule details and click approve.

3. Click on the 'Confirm Deployment' button

4. After you've clicked the button, a pop-up will appear where you can confirm your email target, approved revision ID, schedule and set the throttle rate.

5. Once scheduled, the following box should appear at the top of your activity editor.

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