Audience Guidelines – Basic

Below are some best practices to follow to manage your customer data to create highly targeted and personalised Direct Mail campaigns. Following these Audience Guidelines – Basic will help you to set the correct audience structure for your campaign.

Audience Guidelines – Basic – Contacts Overview Page

Audience Guidelines - Basic - Contact Overview Page Overview

Contact Overview

The contacts overview page gives you a quick view of the customer data that you have stored in the platform. The customer data is split into different information categories, such as the identifier, recipient, address and Xtra.

The ‘identifier’ or ‘#’ is an unique number or record and is used to verify a person’s identity. You can use your internal ‘client_number’ or ‘customer_id’ as the identifier. Or us an unique strings with an encrypted piece of data that represents for example the ’email_address’ of your contact.

The ‘recipient’ is the information category with the name of your contact divided into the ‘first_name’ and the ‘last_name’.

The ‘address’ is the data category with the postal address of your contact and contains the street name, the city and the country of residence. See our documentation about address verification for more information about how to structure the postal address of your contacts.

The ‘Xtra’ is the data category that you can use to add any additional information to your customer data profile. This extra information, such as the purchase history or the real-time online user behaviour can help you to build a more complete picture of your contacts. By adding for example ‘last_purchase_date’ or the ‘average_purchase_value’ you can make highly targeted audience selections.

Upload Contact Details

You can upload your contact information by clicking on the ‘upload contacts’-icon in the top right corner of the contact overview page. Only the upload of CSV files are supported at this moment. The first row of the CSV file is reserved for the names or labels of the columns, as highlighted in blue in the example below. The second and following rows contain the unique contact information that you want to upload to the platform. Click on the button below to download the ‘Audience Guidelines -Basic – Example’ CSV-file.

Audience Guidelines - Basic - Contact Upload

Audience Guidelines – Basic and Merge Variables

You can not only use the uploaded contact information for your audience selection and targeting, but you can also use it to personalise the content of your marketing message. By using the names or labels of the columns of your contact information as a merge variable, you can add personal information to your Direct Mail campaign.

For example, when you add {{first_name}} as a merge variable into your HTML template, the information from the contact data that is available in the ‘first_name’ column will be injected into your marketing campaign.

Recipient labels and address labels are the most common used merge variables. However any contact data can be ‘labelled’ and used as a merge variable to enrich your message. Simply add another column to your CSV file and give it any meaningful name for your business or campaign, as long as it has no space in the column name. We recommend to use the underscore symbol ( _ ) to create visual spacing in your column names and merge variables.