Data Models

When you capture subscriber data from an online webinar or an offline event, you need a secure, structured place to store it. In Salesforce Marketing Cloud (SFMC), this is where your data model comes into play.

SFMC offers two primary data models to organize your information. Choosing the right one depends entirely on your campaign goals and data complexity.

1. The List-Based Data Model

If your marketing strategy relies on straightforward communication, the list-based model is a perfect starting point. It uses standard SubscriberLists to store basic Personally Identifiable Information (PII) such as names, emails, age, and location.

• CapacityLimits: A single subscriber list can hold up to 500,000subscribers. To store more, you have to spin up a new list.
• FixedStructure: It is a non-relational model. Every list you create automatically adopts the same rigid profile template.
• Best Use Case: Simple marketing practices where you only need basic personalization, like dropping a customer's first name into an email greeting.

2. The Contact-Based Data Model

When you are ready to scale into advanced, data-driven marketing, you need the contact-based model. This model utilizes DataExtensions(DEs), which function like relational database tables.

• RelationalFlexibility: You can link multiple distinct tables together. By utilizing SQL joins or AMPScript, you can pull data from different sources seamlessly.
• UnlimitedScaling: Unlike lists, Data Extensions have no subscriber storage caps.
• DataSeparation: You can segment your data into two types of extensions:
• SendableDEs: Stored PII data (emails, subscriber keys) used to target communications.
• Non-SendableDEs: Stored behavioral data (purchase history, product types, bill amounts).

For example, an e-commerce brand can link a Sendable DE (customer email) to a Non-Sendable DE (recent purchases) to dynamically showcase the exact items a customer bought right inside their email.