Latest Mailing Database · Marketing knowledge
Separate Subscriber Preferences from Internal Tags
Preferences, tags and segments perform different jobs. A preference may record a person’s choice; a tag can record an internal classification; a segment applies selection rules. Keep those meanings distinct in the data dictionary.
Name what the person chose
Record the option, wording or programme and when it was selected. Keep changes traceable. Do not turn an employee’s assumption about a contact into a value that appears to have been chosen by the subscriber.
Control internal labels
Define each tag and who may apply it. Remove ambiguous names such as good-lead when colleagues use them differently. An internal classification can support workflow without establishing that the person wants a particular marketing message.
Inspect the segment logic
Review the conditions together, including exclusions and treatment of unknown values. Test representative records that should and should not match. Changing one shared field can alter several saved selections, so review the impact before bulk edits.
Preserve the distinction through export
Map preferences and labels to separate fields and explain them at handoff. Recheck after migration or synchronisation. A file containing a topic tag should not be imported as a new opt-in event merely because the name resembles a subscription category.