Create anniversary segments

Anniversary segments allow you to target users whose significant dates—like birthdays, first installs, or subscription start dates—occur on the same day each year. This enables you to create personalized, recurring campaigns that celebrate important milestones with your users.

To create an anniversary segment:

1. Go to the Segments section and click Create Segment → Build Segment.

2. Click Add filter by → Tag and select the date tag relevant to your anniversary (for example, First Install or birthday).

First Install is a default tag. If you need a custom tag like birthday, create one before creating the segment. Learn more.

3. In the time frame dropdown, navigate to the ANNIVERSARY section and select one of the anniversary operators:
   • is today: Users whose anniversary date matches today’s date
   • is in N days: Users whose anniversary is in N days (enter the number of days)
   • is N days past: Users whose anniversary is N days past (enter the number of days)

4. Add more filters as needed to narrow down your audience further.

5. Optionally, enable Include all user devices to target a user across all their devices, not just the one that matched the segment condition. This ensures they receive your messages on every platform they use.

Below are practical scenarios showing how to use anniversary segments for targeted engagement.

Goal: Send birthday greetings and special offers to users on their birthday.

How to set up:

• Tag type: Date
• Tag: Birthday
• Operator: is today

Use case: Send personalized birthday messages with discount codes or special perks to celebrate users on their special day.

Goal: Re-engage users on the anniversary of their first app install.

How to set up:

• Tag type: Date
• Tag: First Install
• Operator: is today

Use case: Celebrate app usage milestones by sending thank-you messages or exclusive rewards to loyal users.

Goal: Send a reminder a few days before an important date.

How to set up:

• Tag type: Date
• Tag: SubscriptionRenewalDate
• Operator: is in N days
• Value: 3

Use case: Notify users about upcoming subscription renewals or anniversaries, offering early renewal discounts or special preparation offers.

Goal: Follow up after a significant date has passed.

How to set up:

• Tag type: Date
• Tag: Birthday
• Operator: is N days past
• Value: 2

Use case: Send thank-you messages after a birthday celebration or ask for feedback on special offers redeemed.

• Once you’ve created an anniversary segment, set up a recurring customer journey to automate anniversary campaigns.
• Use the “is in N days” condition to send pre-anniversary reminders or prepare users for upcoming events.
• Combine anniversary segments with other filters like tags (e.g., subscription tier, location) for more personalized messaging.
• Create custom tags for important business-specific dates like membership start dates or first purchase anniversaries.