About Symbols

Symbols in Campaign Builder provide a way to personalize the e-mail you send by merging recipient-specific data into each message you send. For example, you can use symbols to address a customer by first name, offer a coupon relevant to the customer's interests or purchasing history, and so forth. Using Symbols in Cell Content explains how to do this.

Symbols also provide a way to make last minute changes to the content and business logic of a cell. This does not require that you re-export the data unless the changes include data columns that were in the previous export. Campaign Builder warns you when it is necessary to re-export the data.

A symbol can merge data from any of several sources:

• String data stored within the cell itself
• Columns in the Master Database (recipient-specific data)
• Objects from the content library

See Specifying Symbol Data Type for detailed information about how symbols work.