Mailchimp's Automations send emails automatically when a chosen trigger condition is met. One of the available triggers is Tag added - an automation flow starts for a contact the moment a specific tag is applied to them.
The key detail that makes this useful for recurring, ever-changing audiences: contacts who already had the tag before the automation was switched on do not receive the email. Only a tag that is newly added fires the flow. That single behavior is what makes the pattern below work day after day without any manual intervention.
Worked example: a daily birthday email
- Each day, the CDP filters for every guest whose birthday falls today.
- The CDP syncs that list to Mailchimp by adding a tag - for example, Birthday-Today - to exactly those contacts in the connected audience.
- A Mailchimp automation with a "Tag added: Birthday-Today" trigger fires and sends the prepared birthday email - but only to the guests who were just tagged, i.e. today's birthdays.
- The next day, the CDP's filter naturally produces a different set of guests. Yesterday's tag assignments are cleared, and a new set of contacts receives the Birthday-Today tag for that day — so the same automation fires again, automatically, for the new group.
No one has to remember to update a list. The CDP re-evaluates the filter every day, and the tag-added trigger takes care of the rest.
Other use cases built the same way
The same filter → tag → automation pattern extends to any recurring, date- or condition-driven guest communication a property wants to automate:
- Pre-arrival messaging (no real-time purpose) - tag guests checking in within X days
- Post-stay follow-up or review requests (no real-time purpose) - tag guests who checked out yesterday
- Win-back campaigns - tag guests who haven't booked in 12+ months
- Milestone recognition - tag guests reaching their 5th or 10th stay
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Good practice
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Additional material
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