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Anniversary Send

What it is​

An Anniversary action mails each recipient ahead of their anniversary date every year. Common uses include home purchase anniversaries, policy anniversaries, renewal milestones, and customer lifecycle touchpoints.

Before you start​

  • Confirm recipients in your mailing list include an anniversary field with valid dates.
  • Make a creative with both a front and a message for your milestone messaging.

How to set up an Anniversary action​

  1. Go to Campaigns in the sidebar, open the campaign (the mailing list) you want to mail, and click Add action.
  2. Who: confirm the mailing list.
  3. What: pick your creative, or use Separate front & message.
  4. When: under On each recipient's date, choose Anniversary. Cards are mailed 10 days before each recipient's anniversary.
  5. Review: name the action, then click Start action (and confirm) or Save paused.
  6. On the campaign's page, use the action's menu → Preview to see how the next card will print.

Tips & best practices​

  • Personalize copy with merge fields like %FIRST_NAME% and %ADDRESS% when relevant.
  • Set up the action at least 2 weeks ahead of the first anniversaries you want to catch.
  • Keep message copy timeless so it can run year after year with minimal edits.

Limits & gotchas​

  • Duplicate Prevention still applies.
  • Missing or invalid anniversary values prevent recipient-level triggering.
  • Anniversary actions recur every year once started; they do not need to be set up again each year.