Hi everyone,

Continuing our series on proactive guest strategy, this week we’re focusing on Birthday and Anniversary outreach - the Loyalist way.

These two occasions are among the most predictable and most valuable reasons to connect with guests. The key opportunity here isn’t just knowing the date of a milestone, it’s reaching out at the right moment.

🎂 With the anticipatory Birthday automation, outreach is automatically scheduled to occur about 30 days before a guest’s birthday, pulling their actual birthday data directly from Resy and OpenTable and excluding anyone who already has an upcoming reservation. Loyalist will add a "Birthday Email" tag to any guests who convert into bookings so you can see real results.

Dear {{ first_name }},

As your special day approaches, we wanted to be among the first to wish you a very Happy Birthday.

We truly appreciate you dining with us, and welcome you to celebrate your special occasion at any of our restaurants.

Please contact us at [email protected] for a reservation, and make sure to let us know that you’re celebrating! Our entire restaurant family wishes you a year filled with joy!

John Doe

General Manager

💌 The anticipatory Anniversary automation triggers outreach approximately 11 months after a previously tagged Anniversary visit, inviting the guest to continue the tradition and celebrate with you again, right as they’re beginning to consider their plans.

Hi {{ first_name }},

As I was looking back at last year’s reservations, I noticed you joined us around this time to celebrate your anniversary. It was such a pleasure having you at Electric Ladyland.

We’d be delighted to welcome you back to mark the occasion again this year. If you already have dates in mind, feel free to reply to this email or give us a call - we’ll be sure to take great care of you.

Looking forward to toasting you,

Jane Doe

General Manager

The key idea behind both automations is timing, restraint, and low-hanging fruit. You’re not blasting every guest on their actual birthday or anniversary. Instead you’re reaching them while they are still deciding avoiding unnecessary outreach to guests who are already booked. With the right timing, these milestone dates become a source of measurable revenue rather than just passive profile information.

If you’d like help building these automations, reply here and we’ll map it out together!

Best,

Maggie Tang

Founder & CEO, Magic + Loyalist