# CRM - Automating Birthday Message Sending

<figure><img src="/files/f3a32d037f830bfee488dbc6669d195f0ad2b22c" alt="" width="375"><figcaption></figcaption></figure>

Sending birthday messages is a simple and effective way to strengthen the relationship with your customers. In this article, we will teach you how to create an automation in the CRM so your leads receive a personalized message on their birthday.

It is important to highlight that, for this automation to work correctly, leads need to be placed in a CRM pipeline and have an opportunity created. These two requirements ensure the system can locate and trigger the automation at the right time.

Besides birthdays, this strategy can also be adapted for other special dates, such as Christmas, Black Friday, or seasonal campaigns, helping increase engagement and customer loyalty in an automatic and personalized way.

In this step-by-step guide, you will learn:

* How to structure the pipeline and the necessary opportunities;
* How to configure the automation for sending birthday messages;
* Tips to personalize your messages and make the contact even more special.

Shall we go?

After opening your CRM, click on '**Pipeline Automations**' and then on '**New** **Automation**'.

(If you prefer, create the automation by Stages)

<figure><img src="/files/3931d80e9a7518589c867f72d57651de3debf7dd" alt=""><figcaption></figcaption></figure>

In your automation define the **Trigger** '**The time of day is**'. The time that will be configured is when the automation will be checked, that is, when it will be evaluated. **If the triggers and conditions are met, the automation will run afterwards**.&#x20;

<figure><img src="/files/13cdef0bea8e382c2318868ba2abe250bfd0634c" alt=""><figcaption></figcaption></figure>

As **condition**, you will enter '<mark style="color:orange;">**The day/month/year of the field**</mark>' and configure it as follows: \
\ <mark style="color:orange;">**The day of the lead's birth date - Is equal to - The same day as today.**</mark> \ <mark style="color:orange;">**The month of the lead's birth date - Is equal to - The current month.**</mark> \
\
With these two conditions combined, **the automation will be triggered every day, but only for leads whose birthday matches the current day and month.** This provides a specific execution.

<figure><img src="/files/00eabb32fc8c031d64eb7a29c479bd5e38bc7b52" alt=""><figcaption></figcaption></figure>

The choice of **Action** is up to you. As an example, we chose '**Send WhatsApp to Lead**', thus enabling the sending of a personalized birthday message.

<figure><img src="/files/272198f6eee95127acbff59c01e6109009582a66" alt=""><figcaption></figcaption></figure>

After completing these steps, click on '**Save Automation**' and press the  (<mark style="color:green;">**Play**</mark>) button to start execution.\
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Also watch the video of this strategy:

{% embed url="<https://youtu.be/IfVPJRA85Mo>" %}


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