Working with Messages in a Direct Marketing Task Within SAS Customer Intelligence 360
Direct Marketing Tasks are used to create an export file that can be used to contact customers with direct marketing channels such as mailing a letter to a customer’s address. Marketers may want to send customized offers to customers based on their characteristics. This can be done by mailing different offers to different segments.
For example, a hotel could send out customized offers for a vacation to different segments. One segment can be created for households that have children, and another segment can be created for households without children.
It needs to be clearly communicated with the mail house who oversees mailing the customized offers which segment is going to receive which offer. To do this in SAS Customer Intelligence 360 a message can be selected which will then be included in the export file which is sent to the mail house. Additionally, custom properties can be added to the message which can provide additional data to the export file.
Usually, in SAS Customer Intelligence 360 a message consists of creatives which can then be used in a task. However, for Direct Marketing Tasks the creatives are not included with the message. The data such as the message name is what is important for a direct marketing task.
Messages for a direct marketing task can be created in two different ways. First, they can be created how all messages are created by using the messaging tab:
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Second, a message can be created within a direct marketing task by selecting new message. After it is created it will automatically be added to the segment:
To include information about the message in the export file it must be added to the export file. There is additional information about the message, including custom properties that can only be added to the export file after it has been added to a segment. For example, the following fields area available to add to the export file before the message is added to a segment:
After a message is added to a segment on the targeting tab the following fields, which in this example are the custom properties for the message are available to add to the export file:
This post has highlighted how messages used in a Direct Marketing Task differ than messages used elsewhere in SAS Customer Intelligence 360, and how to take advantage of using custom properties to enrich the information that is included in the export file created by a Direct Marketing Task. For additional information on using Direct Marketing Tasks see the SAS 360 Direct Marketing Task in the SAS Customer Intelligence 360 learning subscription.
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