Summary

This chapter was really all about marrying adjustments in your settings and audiences with practical steps and changes you can make to make your marketing automatic and a little more thoughtful as you build out your channels. Because we know that more personalized marketing tends to experience more engagement, how we responsibly use our contact data can really be the difference between a good campaign and a great one.

In this chapter, you learned how to leverage features such as merge tags to serve you just a little more in modifying your marketing efforts without having to make a single campaign for every single contact. We also learned what types of files are platform-compatible, what limits exist, and how to think about organizing your data before importing it. And finally, we learned how different list management strategies can help reduce duplications and billing, but also the pros and cons of each choice you might consider with respect to organizing your contacts.

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