How to Create Segments Based on Birthdays

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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. In this article, you will learn how to segment your audience based on birthdate and view example segments that you can build in your own account.

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. For more information on how to collect properties and what you can do with them, head to our Guide to Properties. Birthdays must also be in one of Klaviyo’s accepted date formats (e.g., MM/DD/YYYY).

Segment Based on Birthday

You can create a segment based on date of birth to target customers on their birthdays or as their birthdays approach. Navigate to the Lists & Segments tab and select Create List / Segment > Segment.

Within the Segment Builder, add a definition for Properties about someone and a value for your custom property, in this case, Birthday. Then, specify the date, a day within a set timeframe (e.g., week, month, year, etc.), or a range between dates. In the example below, this segment will capture all profiles whose birthday is in this month. You can then target this segment with a form or social media ad wishing them a happy birthday and offering an exciting deal.


Segment Based on Age

You can also segment based on birthdate to target customers within a specific age bracket. Again, navigate to the Lists & Segments tab and select Create List / Segment > Segment. Define your segment to group profiles whose birthdays fall between two specific dates.

For example, if you want to target millennials with content specific to this group, add the condition: Properties about someone > Birthday > is between dates > 01/01/1980 and 12/31/1996. Date ranges are inclusive, so anyone born on the beginning and end dates of this range will be included in the segment.


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