Advisor guide: Birthday e-card workflow

Automating client birthday greetings via HubSpot

This guide explains how to manage the Birthday E-Card workflow. Once configured, the workflow runs automatically to help ensure your clients feel valued on their special day.

Part 1: Make sure your clients qualify

To receive a birthday e-card, a contact must meet these four criteria:

• Contact Owner is known — Someone from your team must be assigned as the contact owner.
• Birthday is known — The contact’s birthday must be recorded for them to qualify for enrollment.
• Farther Firm Communications includes Birthday E-Card — This confirms that the advisor has opted in to have the firm-branded birthday email sent to their clients.

Part 2: What happens automatically

The following actions occur automatically for qualified clients:

1. On the client’s birthday, HubSpot automatically enrolls them in the workflow.
2. One of five available birthday e-card templates is selected at random.
3. The Contact Owner receives an internal notification about the client’s birthday.For reference: View the internal notification
4. The selected birthday e-card is sent to the client under the Farther Wealth Insights subscription type.

The five available templates:

Option 2: Setting this up for your team

Follow these steps to deploy the workflow for your team:

1. Locate the Birthday Workflow (Template) in HubSpot Workflows.
2. Clone the workflow and rename it using the following format:[OWNER] – [TARGET] – [FUNCTION] – [OPTIONAL QUALIFIER]Examples:
   • AMKT Master – All Contacts – Birthday Workflow
   • Farther – All Clients – Birthday Workflow
3. Update the Contact Owner is ___ filter to include only the relevant advisors.
4. Build or select your email and assign it to the Send Email step.
5. Review the workflow settings, then turn the workflow on.

Scenarios that require assistance

What if I don't have permission to clone an existing birthday workflow?

If you're unable to clone a workflow as outlined in Option 2 of this guide, submit a request ticket through Farther Help. The team can assist with the necessary permissions or workflow setup.

Can I import contacts with birthdays into HubSpot?

Yes. Submit a request ticket through Farther Help and attach the contact list you want to import. Ensure the file includes each client's birthdate so the team can properly map it to the Birthday property in HubSpot.

Can I use my own birthday email template in the workflow?

Yes. Submit a request ticket through Farther Help and provide your preferred birthday email template or design. The team can assist with setting up the template in HubSpot and integrating it into your birthday workflow.

Common mistakes to avoid

• Do not edit the original AMKT Master_Birthday e-card_Annual workflow. Make your own copy first.
• Do not forget to update Contact Owner is [Your Name]. This ensures that the workflow includes the correct clients.
• If you create your own birthday template, make sure it is complete and ready to send before turning on the workflow.
• Follow the enrollment instructions in this guide. Contacts cannot be manually enrolled in this workflow.

• If you don't see the Birthday and Farther Communications properties in your default contact card view, you can customize the view to add these two properties. This will make it easier to check and verify the required information for birthday workflow enrollment.

Glossary

• Workflow: An automated series of steps in HubSpot that runs once a contact meets the enrollment criteria. No manual sending is required.
• Clone: HubSpot’s term for creating a copy of an existing workflow or email so you can customize it without affecting the original.
• Trigger: The set of conditions, such as Contact Owner, Birthday, and Farther Firm Communications, that determines who enters a workflow.
• Lifecycle Stage: A property that tracks where a contact is in their relationship with the firm, such as Client.
• Subscription Type: A category of communications that a contact has agreed to receive. It is used to manage consent and unsubscribe preferences.
• Contact Owner: The HubSpot user assigned to a specific client record, usually the advisor who works with that client.