Your Mass Emails Can Also be Personal if You Use Marketing Attributes

  • by John Burton, Director Solution Management, SAP Interaction Center & Social CRM, SAP
  • William R. Pritchett, Senior Business Process Engineer, Dow Corning Corporation
  • May 29, 2012
When you send outbound email campaigns using SAP CRM Marketing, you can personalize the content for each user. For example, you can personalize it so that it includes data stored in a marketing attribute. This is a simple yet effective way to tailor the content of an email campaign for each recipient.
Key Concept
An attribute context is a framework that defines which groups of fields will be available for personalization when you create a mail form. The attribute context contains one or more attribute categories, which contain the fields that you can place on your mail form.

When you send a mass email campaign, it is important to customize the content for each recipient so that the message is personalized. For example, a targeted email that begins with “Dear Ms. Johnson:” obviously has more impact than a generic form letter that refers to your contact as “Dear Customer.” Similarly, you can make emails even more effective by personalizing them to include specific pieces of information about the email recipient such as interests, hobbies, or product preferences.

SAP CRM not only allows you to personalize emails with standard fields such as the contact’s name, title, address, and company name, but it also makes it easy for you to include data from marketing attributes in the mail form template. With this capability, you can customize the email content to include virtually any type of information linked to the contact.

In a previous article we explained the basics of how to create and personalize mail forms using attributes – including out-of-the-box attributes provided by SAP, as well as your own custom attributes located in a Z table. See “Provide Better Customer Support with Personalized Email and Chat Responses,” located in the SAPexperts knowledgebase for details. Now we would like to present an additional option for personalizing mail forms by leveraging content stored in marketing attributes. Let's review the basic functionality of email personalization and then go through an example in which a marketing attribute is embedded into a mail form to support customized content.

John Burton

John Burton is a director of product management at SAP and is responsible for the SAP CRM Interaction Center (including ERMS) and social CRM topic areas. John has 13 years of experience at SAP and has been involved with SAP CRM and the Interaction Center since 1999. He is also the author of Maximizing Your SAP CRM Interaction Center, available at the SAPinsider Store. John is an alumnus of the University of Michigan and Central Michigan University. John can be found on LinkedIn at

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William R. Pritchett

William (Bill) Pritchett has more than 25 years of IT industry experience and has worked at Dow Corning Corporation for the past 16 years. Over the past eight years he has focused on the company’s CRM systems and processes. His current responsibilities include expanding the capabilities of Dow Corning’s SAP CRM 7.0 system.

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