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Organizing the Database with Tags

Tags are non-hierarchical labels that provide immediate context to a contact. Unlike static lists, tags can be added or removed instantly via automation, making them the most dynamic way to manage segments.

The Hierarchy of Tagging

Behavioral Tags

These are added based on what the user does.

  • INTERESTED_IN_MEN_SHOES: Added after 3 visits to the "Men's Shoes" category.
  • HIGH_ENGAGEMENT: Added when a user clicks 3 emails in a single week.

Source Tags

These tell you where the user came from.

  • FB_ADS_SUMMER_CAMPAIGN: Crucial for tracking the ROI of specific ad spends.
  • W_SHOP_OFFLINE: Added when a contact is synced from a physical Point of Sale.

Managing Your "Tag Cloud"

Over time, you may end up with thousands of tags. Use the Tag Manager to maintain hygiene:

  1. Merging: Combine Newsletter and newsletter_sub into a single unified tag.
  2. Scrubbing: Automatically remove tags from contacts who haven't engaged in 6 months.

Naming Conventions

Always use a consistent naming convention (e.g., CATEGORY_ACTION_DATE). This makes it much easier to build automation rules later without guessing tag names.