Custom tables in Delivra offer a flexible way to store and manage data beyond the standard contact record. Whether you're looking to expand contact field options, store multiple data records per contact, or create complex data relationships, tables provide the structure needed to keep things organized and functional for advanced segmentation and automation.

What Are Tables?

A table is a structured data format that organizes information into rows and columns, similar to a spreadsheet. Tables are especially useful for storing repeatable or relational data that doesn't neatly fit within standard contact fields.

Key concepts:

• Columns represent data fields; each table has a fixed set.
• Rows represent individual records and can scale as needed.
• Keys are unique identifiers used to link data across multiple tables.
• Relationships form when records from one table are associated with records in another.

Custom tables are commonly used to store extra contact data, associate multiple records with a single contact, or connect related data sets that don’t have a direct relationship with contacts.

How Are Tables Used?

Custom tables address several common data needs:

1. Additional Contact Fields
   Extend contact data storage when more fields are needed—especially useful for adding date fields to trigger emails.

2. Multiple Records Per Email Address
   Store related data like orders, tickets, or event sign-ups that may require multiple entries per contact.

3. Shared Records Across Multiple Contacts
   Useful for scenarios where multiple contacts need access to shared data, such as family event registrations or shared property records.

4. Connecting External Data to Contact Records
   Ideal when integrating data that isn’t part of the contact record—like matching restaurant hours to customer emails for localized messaging.

Table Relationships Supported in Delivra

Delivra supports multiple table relationship types to meet diverse data needs:

Relational Tables & Junction Tables

When there's no direct link between tables, a junction table (also known as a joining table) is used. This structure builds a connection by mapping keys from two or more tables, creating what’s known as a relational table.

Example Use Case:
A junction table connects a customer table and a product table by mapping customer IDs to product IDs. This generates a relational "Customer Purchase Table" for use in segmentation and automation.

Important Notes:

• Relational tables are generally used in many-to-many relationships.
• Customers will not see junction tables, only the resulting relational tables.
• These setups must be configured by our Engineering team and are not self-service.
• Relational table access depends on your license tier—contact our Client Success team if you're interested.

Best Practices & Tips

• Always use non-email keys for many-to-one and many-to-many relationships.
• Consider how you’ll use the data—relational tables are especially useful for segmentation, content merging, and automation logic.
• Keep your data files clean and formatted consistently before uploading to avoid record mapping issues.
• Use segment clauses effectively to define the connection between tables during audience targeting.

Practical Use Case Highlights

• A school uses a one-to-one relationship to track student ID numbers for each contact.
• A retailer stores order history using a one-to-many relationship between a contact and multiple purchases.
• A tax office links multiple property records to multiple owners using a many-to-many relationship, powered by a relational table.

If you have questions about custom tables or would like to explore whether relational tables are right for your needs, reach out to our Support team by emailing support@delivra.com.