Send birthday and anniversary greetings

Greetings on a customer's birthday or anniversary are a simple, warm touch that drives loyalty. A scheduled automation checks dates and sends a template on the day.

The pattern

Store each contact's birthday or anniversary as a CRM field. A workflow checks for matches against today's date and sends a greeting template, optionally with a coupon or offer.

Make sure birthday or anniversary dates are stored on your contacts, in MM-DD-YYYY format.

Set up the automation with a webhook trigger, using the flow template as a starting point.

Configure your triggers under settings: a birthday trigger and an anniversary trigger, each with a day offset. Use 0 for the day itself, a positive number for days before, or a negative number for days after.

Add routers that check whether today matches a birthday or anniversary condition, then send the appropriate greeting template from the CRM.

Save and enable the workflow.

This isn't fully automatic — someone needs to trigger it daily

Once set up, a team member needs to click Send Greetings each day to check the conditions and fire matching greetings. Build this into your daily routine, or ask your team to make it a standing task.

Critical: date format is Month-Date-Year

Store all birthdays and anniversaries in MM-DD-YYYY format, not the DD-MM-YYYY format common in India. The wrong format silently breaks the date matching.

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