Timing is crucial when engaging customers around meaningful occasions like birthdays, anniversaries, renewals, and other milestones.
To help you leverage these moments, we’ve introduced Occasion Date, which enables you to build Audiences using one-time calendar dates as recurring occasions.
For instance, the filter Birthday = Today on the 23rd of March can completely change its meaning:
- As a one-time calendar date, it applies only to the 23rd of March of a specific year.
- As an occasion, it applies to the 23rd of March of any given year.
Create occasions from your existing data
You don’t need to create new fields or restructure your data: any customer date that represents a milestone can be used as an occasion.
This update simply changes how dates are evaluated behind the scenes, allowing you to treat them as recurring events (day + month) rather than exact calendar dates (day + month + year).
Not taking a date’s year into account makes it easy to plan campaigns around moments that repeat over time, with scenarios that include:
- Reaching customers on their birthday.
- Targeting audiences before or after a milestone.
- Building campaigns around renewals or expiring subscriptions.
- Excluding users with upcoming occasions from specific Audiences.
Discover how to use date fields as occasions to build Audiences here, and don’t hesitate to get in touch with any questions or feedback at [email protected].