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WooCommerce does not include a complete birthday or anniversary automation by itself. For birthdays, the most direct native workflow is AutomateWoo plus its Birthdays add-on. For anniversaries, choose a tool based on which date you mean: ShopMagic for one year after a completed purchase, Brevo for a date stored on a contact, or MailPoet Premium for recurring birthday campaigns.
Decide which date you are automating
“Anniversary” can describe different events. Select the date source before installing anything:
| Customer event | Date source | Suitable workflow |
|---|---|---|
| Birthday | Month and day (optionally year) supplied by the customer | AutomateWoo Birthdays, MailPoet Premium, or Coupon Email System for WooCommerce |
| Account or relationship anniversary | A date saved on the customer or CRM contact profile | Brevo’s Anniversary date automation |
| First-purchase anniversary | The date an order reaches Completed status | ShopMagic delayed action set to 365 days |
This distinction controls what data must be collected, whether an account is required, and whether the message should recur annually or run once after a purchase.
Send birthday emails with AutomateWoo
AutomateWoo Birthdays is the most direct WooCommerce-centered option. It is an add-on, so you must install and activate AutomateWoo before enabling Birthdays.
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1. Install the required components
- Install and activate AutomateWoo in WordPress.
- Install and activate the AutomateWoo Birthdays add-on.
- Open AutomateWoo → Settings → Birthdays.
2. Choose where customers enter their birthday
Enable the optional birthday field at checkout, in My Account, or in both locations. The field is shown to logged-in customers. Administrators can edit or remove a saved birthday. If the campaign does not need age information, configure the field to store only the month and day rather than the year.
3. Build the birthday workflow
- Create a new AutomateWoo workflow and select the Customer Birthday trigger.
- Choose whether the workflow runs before the birthday, on the birthday, or after it.
- Add a Send Email action.
- Write the message, add your branding, and explain any offer’s expiry date.
- Use the
{{ customer.birthday }}variable only where a stored birthday is available. - Publish the workflow and send a test to verify the date, personalization, links, and coupon behavior.
4. Add a birthday coupon
If you want the email to include an incentive, add a one-time coupon to the workflow. Set its value, eligible products or categories, minimum spend, usage limit, and expiry before launch. A short validity window can make the offer timely, but it must be long enough for the recipient to use it.
5. Use birthday dates in other campaigns
AutomateWoo also provides Customer – Next Birthday Date and Customer – Last Birthday Date rules. These conditions can refine win-back, abandoned-cart, or birthday-month workflows without sending the same birthday message to every customer.
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Collecting, correcting, and importing birthday data
Collection and consent
Tell customers why you are requesting the date and what they will receive. Make the field optional unless the campaign genuinely requires it, and provide a way to correct or remove the value through the account area or customer support.
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AutomateWoo does not provide a built-in import from another plugin or custom field. Moving existing birthdays requires a custom script that maps the old data into AutomateWoo’s birthday field. Test the mapping on a small group before changing the full customer database.
Account requirements
AutomateWoo’s birthday field is shown to logged-in customers. Guests therefore cannot be silently enrolled through this field; collect a date later through an account, profile, or consented email form if your audience includes guest purchasers.
Send an annual birthday email with MailPoet Premium
MailPoet is appropriate when newsletters and transactional-style marketing already live in the same email system. Recurring yearly birthday automation requires the paid plan with the Premium plugin.
- Create a Date custom field in Year/month/day format.
- Populate it through a MailPoet form, a WordPress profile, or CSV import.
- Create the birthday automation and select whether the message is sent before or after the stored date.
- Test records with dates in the next few days and confirm that the automation repeats annually as intended.
Choose MailPoet when its subscriber data is already your source of truth; otherwise, adding a second birthday database can create correction and consent problems.
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Send a first-purchase anniversary email with ShopMagic
For “one year since the customer’s first completed purchase,” ShopMagic’s Delayed Actions model is a direct fit.
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- Create an automation triggered by Order Completed.
- Configure a delayed action for 365 days.
- Add the anniversary email and any coupon action supported by your ShopMagic setup.
- Decide how to handle customers with multiple orders so that the workflow represents the first purchase rather than every completed order.
The 365-day delay is a fixed interval from the qualifying order; it is not the same as a recurring calendar birthday and does not automatically account for leap-day policy unless your workflow defines one.
Use Brevo for a CRM contact anniversary
Brevo for WooCommerce lists an Anniversary date automation for an annual email or email series. This is useful when the anniversary is a profile attribute—such as a membership, signup, or relationship date—rather than an order event.
- Store the anniversary date in the contact record.
- Map the WooCommerce customer data to the Brevo contact field.
- Create the annual Anniversary date automation.
- Set the email series, timing, audience conditions, and unsubscribe handling in Brevo.
Keep the date in one authoritative system and document how edits in WooCommerce and Brevo stay synchronized.
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Use Coupon Email System for a coupon-first birthday campaign
Coupon Email System for WooCommerce targets registered users whose saved birthday matches the current date. It can add birthday fields and uses a daily Action Scheduler job to send matching coupons.
This approach suits stores whose primary requirement is a birthday coupon rather than a broad, multi-step customer-automation program. Confirm that customers are registered users and that the daily scheduled job is running reliably on the site.
Comparison of the main approaches
| System | Date source | Timing | Coupon capability | Data and plan considerations |
|---|---|---|---|---|
| AutomateWoo + Birthdays | WooCommerce birthday field | Before, on, or after birthday | Optional one-time coupon in workflow | Requires AutomateWoo and the Birthdays add-on; no built-in birthday import |
| MailPoet Premium | Date custom field | Before or after date; recurring yearly | Handled within the MailPoet/WooCommerce setup | Requires a paid plan and Premium plugin; supports form, profile, and CSV population |
| ShopMagic | Completed order date | 365-day delayed action | Depends on the configured automation | Best for a first-purchase anniversary |
| Brevo for WooCommerce | CRM contact anniversary date | Annual email or series | Configured in the Brevo workflow | Requires a mapped contact date and synchronized records |
| Coupon Email System for WooCommerce | Saved birthday for a registered user | Daily date-matching job | Core purpose is sending birthday coupons | Relies on registered users and Action Scheduler |
Launch checklist
- Define whether the event is a birthday, account anniversary, or first-order anniversary.
- Confirm the required paid plan, extension, or add-on before designing the campaign.
- Choose the date field and decide whether the year is necessary.
- Explain collection, consent, corrections, and deletion to customers.
- Set the trigger and timing offset, including a policy for leap-day birthdays.
- Draft a branded email with a clear offer and coupon expiry, if applicable.
- Use only personalization fields that the selected system actually stores.
- Segment high-value customers when the platform supports rules and the treatment is justified.
- Test dates, time zones, duplicate triggers, coupon limits, unsubscribe behavior, and scheduled jobs.
- Monitor delivery, errors, and coupon redemption after launch.
Which setup should you choose?
Choose AutomateWoo plus Birthdays when you want the most direct WooCommerce birthday workflow and can require logged-in customers to provide a date. Choose MailPoet Premium when your newsletter system already owns subscriber fields and annual campaigns. Choose ShopMagic for a 365-day message after a completed purchase, Brevo for a CRM-managed anniversary date, and Coupon Email System for WooCommerce when the central requirement is an automated birthday coupon for registered users.
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