Date-Based Automation Triggers: Birthdays, Anniversaries & More

Some of the highest-converting emails are the ones that arrive at exactly the right moment. Today we're adding a new trigger type to the automation builder: date-based triggers.

Trigger on Any Date 📅

Start an automation on a recurring or one-time date, including:

• Birthdays — Send a celebration (and maybe a discount) every year, automatically.
• Anniversaries — Celebrate signup or first-purchase anniversaries to build loyalty.
• Renewal and expiry dates — Nudge customers ahead of a subscription renewal or a trial ending.
• Holidays — Schedule seasonal campaigns once and let them run every year.
• Any custom date field — If you're tracking a date on a contact, you can trigger off of it.

Fire It Exactly When You Want ⏱️

Date triggers come with the timing controls you'd expect:

• Lead time: Send on the date, or a set number of days before or after it.
• Recurring or one-time: Repeat every year, or fire just once.
• Per-audience scoping: Limit a date trigger to a specific audience, so the right people get the right message.

From there, plug into the full power of automations — branch on subscriber data, wait, tag, and track per-email analytics the whole way through.

Set It and Forget It

Build your birthday flow, your renewal reminder, or your holiday campaign once, and it keeps running in the background — quietly driving engagement and revenue while you focus on everything else.