YOUR DATABASE IS THE CORNERSTONE of your email strategy. It simply isn’t possible to communicate with your audience unless you have a database with details of your contacts. Regardless of what database you use to store contact information, it is important to think of its functionality when populating it with content. Simply having a database full of email addresses is useless if you want to personalize your messages to groups of recipients. To use your database effectively for personalized email messages, there are two main issues to consider; namely; field separation and data style.
Think Personalization!
When adding data to your contact database, it is important to think how that data will be used when communicating via email. The most common field used in email personalization is the ‘First Name’ field. But there are many other ways to personalize effectively beyond using someone’s name in your message. To most effectively personalize email messages, it is important to separate fields and input data strategically with email communication in mind. It is also important to think about the style of data that you put into each field…
To read the full article, go to Designing Databases to Support Email Personalization
