How to create segments based on birthdays

You will learn

Learn how to segment your audience based on birthday and view example segments that you can build in your own account.

With segmentation, you can group profiles by age and date of birth to better understand their interactions with your brand and send them targeted marketing content around their birthday.

Before you begin

In order to segment based on birthday, you will first need to collect this information from your subscribers and store it in Klaviyo as a custom property. Collect birthdays in any of the following ways:

• Create a sign-up form that asks for a visitor's birthday.
• If you have birthdays already, add them to Klaviyo profiles using a CSV upload.
• Ask for birthday on your subscribe or manage preference pages.

For more information on how to collect properties and what you can do with them, head to our profile properties reference.

Birthdays must be in one of Klaviyo’s accepted date formats (e.g., MM/DD/YYYY).

Segment based on birthday

1. Navigate to Audience > Lists & segments.
2. Select Create > Segment.
3. Name your segment. If the Create segment panel opens, enter a Name and click Create segment to open the builder. If the builder opens directly, edit the segment name at the top.
4. In the segment builder, select Properties about someone and choose the property where you store birthdays (e.g., Birthday). Set Type to Date.
5. Select day is in the month of and choose a month. For example, choose January to include people with January birthdays, regardless of their birth year.
6. Click Create segment to save your definition and create the segment.

Segment based on age

You can also segment based on birthdate to target customers within a specific age bracket. This requires each profile's actual birth year, month, and day.

1. Navigate to Audience > Lists & segments.
2. Select Create > Segment.
3. Name your segment. If the Create segment panel opens, enter a Name and click Create segment to open the builder. If the builder opens directly, edit the segment name at the top.
4. In the segment builder, select Properties about someone and choose the property where you store birthdays (e.g., Birthday). Set Type to Date.
5. Select between dates and choose the birthdate range that corresponds to the ages you want to target.
6. Click Create segment to save your definition and create the segment.

Date ranges are inclusive, so anyone born on the beginning and end dates of this range will be included in the segment.

The birthdates you select are fixed. Update the date range when needed to keep targeting the same ages as time passes.

Additional resources