The Unified Customer Profile is Delivra’s new streamlined contact management view, combining email, SMS, and future marketing channels into a single, comprehensive contact profile. This enhancement brings all engagement data, subscription preferences, and message history into one place, helping marketers better understand and interact with each individual contact.

Whether you're sending an email campaign, triggering an SMS automation, or working across multiple channels, the Unified Customer Profile ensures that all relevant contact data is accessible and actionable from one centralized record.

A Complete Profile View

Previously, Delivra maintained separate profiles for email and SMS subscribers. Now, these are merged based on a shared contact identifier—typically an email address or mobile number—to provide a 360-degree view of your audience.

Each Unified Customer Profile includes:

1. Contact Information
   
1. Primary identifiers (email, mobile number)
   
2. Custom fields (first name, location, etc.)
   
3. Source of acquisition
   
4. Subscription & Consent Status
   
5. Email and SMS opt-in/opt-out indicators
   
6. Preferences center data
   
7. GDPR and compliance flags
   

1. Engagement History
   
1. Email: Opens, clicks, bounces, unsubscribes
   
2. SMS: Sends, clicks, responses, unsubscribes
   
3. Upcoming: Additional channel activity as new features are released
   

1. Automation & Campaign Activity
   
1. Active and historical workflows (email & SMS)
   
2. Tracked behavioral events (site visits, conversions)
   
3. Triggered message logs
   
   
2. Scoring & Segmentation
   
1. Combined scoring rules based on multi-channel engagement
   
2. Unified segment inclusion across email and SMS
   

Best Practices and Tips

Centralize Your Data Sources

If your contacts have historically entered your database through different channels (e.g., SMS-only subscribers via forms, email subscribers via imports), consider using unique identifiers like email address or mobile number consistently across data collection points.

Leverage Multi-Channel Scoring

With a unified view, you can create engagement scores that take both email and SMS activity into account. For example, boost a lead score if a contact both clicks an email and replies to an SMS within a campaign window.

Personalize Based on Full History

Use full interaction data—across channels—to drive personalized campaigns. For example, if a contact clicked an email but didn’t respond to a follow-up SMS, trigger a custom message with an incentive.

Maintain Compliance for Each Channel

While profiles are unified, compliance requirements (such as SMS opt-in consent) are still managed at the channel level. Always confirm opt-in status before sending.

Practical Use Cases

• Lead Nurture Journeys: Enroll a contact in a multi-step automation that includes welcome emails and follow-up SMS reminders, all tracked under one profile.

• Behavioral Triggers: Send a cart abandonment SMS if a contact clicked an email but didn’t convert within 24 hours.

• Re-Engagement Campaigns: Create segments of disengaged contacts who haven’t interacted with either email or SMS in the last 60 days.

• Internal Alerts: Notify your sales team when a contact engages across multiple channels in a short window, indicating high interest.

Key Notes

• A contact must have at least one identifier (email or mobile number) to be created and unified.

• Compliance data remains specific to the channel and cannot be assumed or transferred between email and SMS.