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Anniversary Send

What it is​

An Anniversary campaign sends on each recipient's 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.
  • Prepare an Image Template and Message Template for milestone messaging.

How to set up an Anniversary campaign​

  1. Go to Automated Campaigns in the left navigation.
  2. Click Add Automation.
  3. In the modal, set Select What To Send, Select An Image Template, Select A Message Template, and Select A Mailing List.
  4. Under When to Send, choose On Recipient's Anniversary as the Sending trigger.
  5. Click Save.
  6. On the automation row, click Preview to verify the rendered mailer.
  7. Toggle the automation ON.

Tips & best practices​

  • Personalize copy with merge fields like %FIRST_NAME% and %ADDRESS% when relevant.
  • Create the campaign at least 2 weeks ahead of expected send windows.
  • 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 campaigns recur annually after activation; they do not require yearly re-creation.