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Optimizing
Your Database
Campaign Enterprise can communicate with a number
of different database types. Each one may use
somewhat different syntax and management rules,
but all databases perform pretty much the same
function: they allow you to store useful information
about your clientele. Campaign Enterprise allows
you to use this stored information in very powerful
ways; you can personalize your messages, customize
your record set, or automate your email campaigns.
All of this and more can be done with minimal
effort.
Chances are you’ve invested a lot of time
and money on building your quality email subscriber
list. It may contain tons of information about
the people with whom you do business, much of
which can be used to help build your customer
relations. Campaign allows you to use this information
in your database to build these relationships.
To optimize your database for
the best email personalization, keep in mind the
following guidelines.
- You should use an auto-number field type for
your unique ID field. This is usually the primary
key for any given table, and is very important
for keeping track of your data. Sequential number
fields are much easier to crunch when performing
database interaction than a randomly generated
number or alphanumeric customer I.D.
- Avoid spaces and special characters in your
database names, table names, query names and
field names. Some databases will allow you to
do this, and everything usually works great,
until you try connecting with a different product.
Campaign does not process database names, table
names, query names, or field names with spaces
or special characters. Spaces can be represented
by an underscore _ symbol. Some special characters
that cause problems are: -, +, =, @, #, $, %,
^ , and so forth.
- When using many of Campaign’s advanced
features which require database write back,
you should use number fields with a default
value of zero. Integer (INT) fields seem to
be the best, but other numeric fields work when
tested. Campaign will increment these fields
by one each time an action is logged.
- Use merge fields and dynamic content liberally.
The more you can focus your message on the customer,
who is your reader, the greater the effect your
message will have.
An important part of message personalization
can be missed if you send emails to your entire
customer base. Your message may be more effective
by breaking up mailings based on customer locations
and interests. Use queries to pull data from your
source tables using the information stored within
the database. You can connect to a different record
set for each campaign, but update the source table
with all the write back actions.
Campaign does an excellent job of sending out
personalized emails and updating your database
with incoming information, unsubscribe requests,
bounces, click through behavior, but it cannot
tell you what to do with that information.
To do this, however, you’ll need to manage
your own database: delete bad emails, filter those
who have unsubscribed, and treat your database
records as the valuable tools they are. Accurate
database management follows the old adage: If
you want it done right, you should be doing it
yourself.
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