Recurring anniversary audiences — target birthdays and renewal dates

The audience builder has a new recurring anniversary operator for date fields. It builds an audience of people whose date comes around today, such as a birthday, a signup anniversary, or a renewal date, and it updates every day without anyone editing the rule.

What's new

• Reach people on the same month and day every year, the same day every month, the same weekday every week, or every N days, for birthday offers, membership anniversaries, or recurring check-ins.
• Reach them a set number of days after the date instead of on it, such as a follow-up 10 days after a birthday, or a half-birthday at 182 days.
• See the audience's size and sample profiles while you build the rule, as with any other rule.

How it works

• Matching uses today's date in UTC.
• A date that doesn't exist in a period doesn't match: a Feb 29 birthday matches only in leap years, and the 31st only in months that have one.
• Available on date fields. Dates stored inside a map field aren't supported.
• In SegmentQL and the Segment API, the same rule is the recurring() function.

See Audiences for the rule settings, and Advanced Mapping Functions for recurring().