For dynamic data (including transactional data) that you use to drive specific, highly segmented and powerful events, the Maropost Marketing Cloud supports the integration of Relational Tables.
- Relational Tables add even greater flexibility to your contact data. You have complete control over how you want to structure your data, the relationships between data elements and how it all ties in with your contacts.
- Here's an example of how one of our customers uses Relational Tables to power an important part of their e-Commerce effort:
Our customers often use relational tables data to power an automated subscription renewal campaign. The typical subscription renewal program starts sending a series of reminder alerts a few days before the subscription expiration - the relational tables have a date field that you can use to create a segment based on when the subscription is set to expire.
- The relational table that stores each contact’s purchase history includes the description of service that was purchased, the start date of the service and the end date of the service. There are many other fields in the purchase history table as well. The most important field in this table is the “email” field, a special field which has been specifically designated as “sendable”. This special designation establishes the relationship between the relational table storing each contact’s purchase history with the table storing each contact.
- The automation is kicked off with a "5 days until product expires" notice. If there's been no purchase, then other emails are kicked off 2 days, 1 day, day of, 3 days after, 5 days after and 30 days after. Because the relational tables are consistently updated, if a product it purchased the automation ends.
Here's how it works -
- If you want to manually set up your Relational Fields, click Email, Contacts, Tables, then New Tables. You'll see a single entry that looks like this –
- From here, you can add as many fields as you like –
- Once your tables are set up, it will appear on your system like this –
- From here, you can Import and Export data contained in the tables. The Import screen gives you the option of importing a .CSV
Upload the file and you're done!
- Of course, a better - and more thorough - way to integrate your data is via the Maropost API. You can see all aspects of the API at code.maropost.com - here's a look at the "update" API –
- Once you have the tables created and populated, you can use the relational table data for segmentation and targeting.
- Segmenting is where you can actually put the power of Relational Tables to work for your email program. By logically grouping data elements together and keeping them updated, Relational Tables will give you even more control over your emails that are available from just Tags or Custom Fields - resulting in incredibly specific marketing campaigns.
- Relational Tables are the most powerful tool we have to deliver highly personalized, rich and engaging content.