People nowadays mostly conceive of marketing as just about getting ‘the word’ out, and not about reaching out to their best customers — the people who can drive their business forward. Too often than not, marketing gets reduced to getting more leads or customers; where the focus is always on ‘more’. However, getting more and more people through the door and not caring about whether or not they ever come back, does not make much sense in the long run.

Instead of perceiving marketing as a way to get the word out, generate leads, or even get customers, marketing needs to be considered as a way to filter out the people you don’t want to work with. Marketing needs to be a way for you to find your best customers.

All of the subscribed customers and their information are stored in the Zeta Marketing Platform database and it is as easily viewable as could have been.


Clicking on a user ID opens the person's profile, which shows a summary of the following:

  • General info

  • Contact values with their status

  • Segments and Lists the person is a member of

  • An exact copy of each message the person has received

  • Journey

People can be manually unsubscribed using the option next to the relevant contact value.

Profile Photo Details

The profile avatar can be derived by following these instructions:

  • People can upload an attribute by the name {{avatar_url}} to a given person’s profile to render images (or add as an explicit property using the interface).

  • Square images (aspect ratio 1:1) will render the best. Note that if {{avatar_url}} exists on a profile, the default behavior of lookup from gravatar is overridden.

Contact Preferences

Contact Preferences allow you to assign categories to contacts for specific types of mailings.

In the ZMP, a single person may have multiple email addresses or phone numbers. With contact preferences, you can assign these categories so that you can use specific emails or phone numbers when messaging.

For example, John uses for most emails but then uses for all billing emails. Contact preferences furthermore allow you to ensure all billing messages go to "johnbilling".

There are two possible ways to apply contact preferences to people:

Method 1

Go to SettingsMessagingContact Preferences to create contact preferences.

Only 10 preferences are allowed per account

The required fields to be filled up are:



Contact Type

The name by which you can select the contact preference for a campaign

Email Contact Property

The property you may import or write to that will save with this email contact.

Phone Contact Property

The property you may import or write to that will save with this phone contact

Method 2

An example of a JSON Call - It should be a “preferences” array:

{"user_id": "100","first_name": "john","contacts": [{"contact_type": "email","contact_value": "","subscription_status": "active","preferences": ["standard", "ohp", "jms"]},{"contact_type": "email","contact_value": "","subscription_status": "inactive","preferences": ["jms"]},]}

Make sure at least one of the contacts has standard included in preferences, otherwise the people will only get the campaigns that have a preference selection.

When uploading a CSV, the pattern is to use email_ohp, email_jms, etc., and supply the value of the email under that column.

Method 3

When setting up a campaign, you will have a single option where the values will be the same as the Contact Type. Make sure the people are already created.

Open a specific campaign → Campaign SettingsContact Preferences


The journey displays all relevant events the person has performed or those that have happened to the people. This is useful for troubleshooting issues related to deliverability among others. This list is searchable using the search bar at the top of the journey section. Further information about an event in the journey can be displayed by clicking on the event. All the information we have for a specific event will be revealed.


Information about people is stored as properties, that can further be used for filtering, segment/list creation, and is populated within the content.

There are two categories of properties:

  • Explicit: Properties that the client tells us. Information like the customer’s name or account id can be considered explicit.

  • Implicit: Properties that our system infers about a member. These properties show recent details of the customer including their last open timestamp, preferred browser, and last seen timestamp among others. Properties prefixed by “ns_” are derived from the most recent site activity as well as email opens and clicks.

Email Address Syntax Validation

Following are the requisites for the default email address syntax validation:

  • One or more valid characters before '@'.

  • A required '@' symbol.

  • One or more valid characters after the '@'

  • Valid special characters before the @ symbol include: .!#$%&'*+=?^_`{|}~-