The Contacts section is your central hub for managing all customer and prospect information in one place. It acts as your centralised marketing database, bringing together data that may otherwise sit across multiple systems.

What data is consolidated?
Contacts are the individuals or organisations you engage with. Their records can include:

• Personal details such as name, email address, and mobile number

• Demographics like location, date of birth, or gender (if captured)

• Behavioural data such as purchase history or engagement with campaigns

• Preferences and tags that help you segment audiences (e.g. “VIP customer”, “Newsletter subscriber”)

By consolidating this information into one system, you can clean, enrich, and use your data more effectively. Whether you’re building a new database, growing an existing one, or refreshing old records, the Contacts section allows you to manage everything in a single view.

Strong contact data is the foundation of every marketing activity — from running campaigns to segmenting audiences and driving personalised engagement.

Why Contacts Matter

Contacts are more than just names and details, they’re the key to creating meaningful and effective campaigns.

• Campaign success depends on data quality

  A clean, consolidated database ensures you’re sending the right message to the right person at the right time

• Audience targeting and segmentation

  By capturing the right fields (e.g. preferences, demographics, location), you can build targeted campaigns that drive higher open rates, conversions, and customer loyalty

• Personalisation at scale

  Contact data powers personalised messaging, whether it’s inserting a customer’s name, tailoring offers based on purchase history, or segmenting by behaviour

• Growth and retention

  Building a strong contact database doesn’t just help with new customer acquisition, it also enables better retention by keeping communications relevant and timely

Key Capabilities

• Create custom fields to capture information on prospects and customers that matters to your business and marketing
• Search for existing contacts, view, edit or delete their details
• Add new contacts manually or via the bulk uploader
• Use the API to automatically bring in data from other platforms

Contact Record Example

Each contact record provides a 360° view of the individual. From this example (refer to screenshots below), a contact record can include:

• Profile information: First name, surname, email, mobile number, date of birth, gender, anniversary, state

• Marketing preferences: Whether they are subscribed to email and SMS

• Tags: Labels to categorise or segment contacts (e.g. “Mailchimp Data”)

• Milestones: Key timestamps such as when the contact was created, last updated, or last contacted

• Activity timeline: A log of events such as when the contact was added, visits, or transactions

• Notes: Additional context added by your team

👉 What makes a good contact record?

• Has at least one reliable communication channel (email or mobile)

• Includes key demographic details that support targeting (e.g. location, age, preferences)

• Is tagged or segmented for campaign use (e.g. loyalty members, new sign-ups)

• Contains clean, up-to-date information without duplicates

Deduplication

The Contacts section uses deduplication technology to prevent duplicate records.

• Deduplication checks email and/or mobile number
• If either already exists in the database, a new record will not be created
• Instead, new or updated information will be added to the existing record

Important to Note

• Contacts must have either an email address or a mobile number to be added
• Without one of these identifiers, the system will not create a new contact

Best Practices

To get the most value from your Contacts database:

• Set mandatory fields for critical information (e.g. email or mobile) so every contact added is campaign-ready
• Use tags or segments to group contacts by behaviour, interests, or campaign type
• Clean and update data regularly by exporting and removing outdated records or fixing errors
• Monitor duplicates even with deduplication in place, especially if contacts are imported from multiple sources
• Integrate with other systems (via API or uploader) so your contact data is always centralised and up to date