Dispensary customer segment · Loyalty and rewards
Dispensary birthday marketing: plan for birthdays this month
Know what is coming before the month starts
The Has Birthday This Month segment in Sticky Cards includes every dispensary customer whose birthday falls in this month.
A forecasting list. Its value is in what it tells you to prepare, not in what you send it.
What is the Has Birthday This Month segment?
Everyone here has a birthday this month. That is a big enough group and a long enough window that it stops being useful as an audience and starts being useful as information.
A birthday message sent on the first of the month reaches someone whose birthday is on the twenty-eighth almost four weeks early, and by the time the day arrives they have forgotten. That is why this list is rarely the right one to send to, even though it is the easiest to remember to use.
What it is good for is planning. How many redemptions to expect, what that costs, whether a month is unusually heavy, and whether you have the stock for it. That is a real question and this is the only segment that answers it.
How Sticky Cards builds this segment
- Category
- Loyalty and rewards
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Loyalty & Rewards
Read the totals rather than planning a send around them. The useful comparison is this month against last month: a heavy month tells you to check stock and staffing, which is worth more than any campaign you could build on this list.
What should a dispensary send to customers with a birthday this month?
The monthly forecastNone
The main use. How many birthdays, what your offer costs, and whether anything needs ordering. No send, and the highest-value thing here.
The heavy-month heads-upIn store
When a month runs well above average, the counter should know before it arrives rather than working it out on the day.
The monthly send, if you mustEmail
Only worth running if neither the daily play nor the weekly read is happening. Something is better than nothing, but the timing is poor enough that the weekly version is worth the small extra effort.
Ideas to try
The month-ahead check
At the start of each month, note the size of this segment and multiply by what your birthday offer costs you. That is a line in your month you would otherwise discover by accident.
Sample subject line
No subject line: this one is a number in your planning
The stock warning
When the count runs well above average, check that whatever the birthday offer draws on is in stock for the whole month. A birthday offer you cannot honour is worse than not running one.
Sample subject line
No subject line: this one goes to whoever does your buying
The upgrade path
If you are sending monthly today, move to weekly next month and to a daily play after that. Each step improves the timing and none of them requires starting over.
Sample subject line
No subject line: this one is a plan, not a send
Related segments to pair it with
- Has Birthday TodayWhere your actual send belongs, as an automation. This segment tells you how big the year is; that one does the work.
- Has LoyaltyThe wider programme list. Birthdays only exist for members, so your enrolment rate caps the size of every list on this page.
- Has Birthday This WeekDon’t send toSet this as your exclusion if you run a weekly send as well, or a customer hears about one birthday twice in a month.
What to measure
Forecast against actual. Note the expected redemptions at the start of the month and compare against what happened. Two or three months of that tells you what a birthday member is actually worth, which is the number to hold in mind next time someone suggests making the offer bigger.
Questions we get
Should I send a birthday offer to this whole list at once?
Only as a last resort. Someone whose birthday falls late in the month gets the message nearly four weeks early and will have forgotten by the day. The weekly list is a far better compromise and the daily automation is better still.
What is this segment actually for?
Planning. How many birthdays are coming, what the offer will cost, and whether a heavy month needs extra stock. It answers a question no other segment does.
Do I need all three birthday segments?
They do different jobs. Today triggers the automation, this week is what a manager reads on a Monday, and this month is for forecasting. Most stores end up using all three for different reasons.
See this segment running on your own customers
We connect your POS, build the list from your own orders, and walk you through the first campaign on it.
Month-to-month · No setup fee · Live in 14 days