Recipient list planning

A well-designed recipient list is critical to effectively personalizing your marketing messages. The design must consider the information that is available in your marketing database and the design requirements of the message that you plan to use with the list.

When you plan your marketing message campaign, consult with the other individuals or groups that are involved with creating and running the mailing or mobile app notification push. These discussions can affect how you design flowcharts and configure the eMessage process to extract recipient address and personalization data from your data mart.

Consider the following issues.

Access to data about potential message recipients in your marketing records

Consult with your corporate database administrators to ensure that you are familiar with the marketing databases that provide information for the list. You must know where the information is available and you must ensure that you have the database access permissions that are required to map database fields.

Business objectives of the messaging campaign in which the recipient list is used

Understand the goals of the messaging campaign as clearly as possible. Work with other members of the marketing team to determine exactly what recipient characteristics to use to select the appropriate message recipients. Carefully consider how to protect sensitive customer information and still meet the objectives of the campaign.

Design of the message

Message designers add personalization fields to the message design. The personalization fields must correspond exactly to the personalization fields that are defined in the Output List Table (OLT). Ensure that the OLT contains all of the recipient information that is required by the message.

It is acceptable to create an OLT that contains personalization fields that do not appear in the message. However, is not acceptable for the message to contain personalization fields that are not defined in the corresponding OLT. The system stops the messaging run when it detects this condition.

Access to IBM ® Campaign

eMessage depends on Campaign to generate lists. To design a recipient list for personalized messaging, you must be familiar with how to create and use Campaign flowcharts. You must also have access to a user account that has edit access to your local Campaign installation.