Dispensary customer segment · Loyalty and rewards
Dispensary birthday rewards: automate a birthday-today offer
Set this one up once and leave it running
The Has Birthday Today segment in Sticky Cards includes every dispensary customer whose birthday is today.
A segment that changes every day. It is a trigger for an automation, not a list you send to by hand.
What is the Has Birthday Today segment?
Everyone here has a birthday today. Tomorrow it is a completely different set of people, which is what makes this segment behave unlike anything else in the library.
That daily turnover is the whole point. A blast to this list reaches whoever happens to be on it the morning you remember, and the other 364 days nobody hears from you. An automation reaches every member on their actual day, for a year, without you touching it.
It is also the most reliably welcome message a dispensary sends. Nobody minds a birthday note, and the customer decides when to act on it, which makes it one of the few offers that never feels like an interruption.
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
The daily numbers here will be small, and that is expected. Judge this segment on the year rather than on the day. Push and SMS both work well because the message is short and time-bound; email tends to land in a pile on a day when the reader is busy.
What should a dispensary send to customers with a birthday today?
The birthday playSMS or Push
The only campaign this segment really needs. Built once in Play Designer, triggered by entry to this segment, running every day of the year without supervision.
The redemption window reminderPush
A second step a few days later for anyone who has not come in. Free to send, and it catches the people who read the first one on a busy morning and forgot.
The in-store recognitionIn store
Not a send. The offer arriving on the phone and a staff member mentioning it at the counter are a much better pair than either alone.
Ideas to try
The birthday play, properly built
Trigger on entry to this segment in Play Designer. Message on the day, a reminder three or four days later to anyone who has not been in, and an exit for anyone who has. That is the whole thing, and it runs for a year.
Sample text
Happy birthday from all of us. There is something waiting on your card whenever you are next in. Reply STOP to end.
The staff heads-up
Use the daily list as a counter note rather than a campaign. Someone being recognised by name on their birthday does more than the message did, and it costs nothing.
Sample subject line
No subject line: this one goes to the counter, not the customer
The redemption check
Once a quarter, look at what share of birthday offers actually got used. It is the cleanest read you will get on whether your offer is worth crossing town for, because the audience is not filtered by anything except a date.
Sample subject line
No subject line: this one is a quarterly look at the numbers
Related segments to pair it with
- Has Birthday This WeekThe planning version of the same data. Use that one to see what is coming; use this one to trigger the send.
- Has Birthday This MonthThe forecasting version. Useful for stock and staffing, rarely useful as an audience.
- No Channels Opted-InDon’t send toSet this as your exclusion, or the play will try to reach members you have no consent for and your reporting will look worse than the campaign actually is.
What to measure
Redemption rate across the year, not response on any single day. The daily list is too small for a percentage to mean anything, and the honest question is what share of members who got a birthday offer used it. Compare that against your other offers; if birthday redemption is low, the offer is not worth a trip and no amount of send timing will fix it.
Questions we get
Should I send this as a blast or an automation?
An automation, every time. The segment changes daily, so a blast reaches whoever is on it the day you remember and misses everyone else. A play built once covers the whole year.
What if I do not have birth dates for everyone?
Then they are not on this list. Collecting a birth date at sign-up is what makes the whole campaign possible, so it is worth checking that your enrolment flow asks for one.
How long should the offer last?
Long enough that a busy day does not waste it. A single-day window makes the message feel like a test the customer can fail, which is the opposite of what a birthday note should do.
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.
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