What to do with all those old DMS data extensions

The Donor Management System (DMS) is the database for maintaining contact information on alumni, donors, and prospects from across the University system. Degree and gift details are also stored in this database so that extensive segmentation of alumni and donors can take place. Advancement/fundraising or alumni relations staff (primary users of DMS) can request a data extension (DE) to be created for you.

One-time use

DMS data extensions are created for one-time use only and should never be used a second time. If you need to follow up with the same list after the 10-day CAN-SPAM window, request a new data extension be run so recent unsubscribes, email address changes, deceased individuals, and any personalizations will be updated. If you would ever consider sending on the same data extension, you must do so within 10 days of the initial DE build.

If you have a delay in getting the actual email copy/content completed and approved before you can send an email, make sure the DE will not be older than 10 days when the email is actually processed. This will help prevent the email system going in SPAM jail.

What’s the 30-day CAN-SPAM rule?

The unsubscribe link must also remain valid for 30 days. See “Can I delete Data Extensions” below.

Separate unsubscribe request

If you have branded newsletter lists sourced out of DMS, you can request a specific unsubscribe be used, so that alumni and donors unsubscribe from the newsletter and not your unit overall. This is similar to the “publication list” functionality inside Marketing Cloud. Since DMS does not use the MC Publication Lists or Subscription Center, a specific DMS unsubscribe can be used. Contact [email protected] for more information.

Can I delete Data Extensions?

Yes and No.

If you have an old DE that’s never been used, you can delete it.

If you have an old DE that has been used on a send, keep it for at least 30 days. The reason is that personalization strings reference back to the DE. Your emails will display blank spaces if it cannot locate the data extension. A DMS-sourced DE also includes a column referenced in the unsubscribe merge command %unsub_center_url% (with two % on each end). The unsubscribe could stop working if the DE is deleted. It’s best practice to keep your DE’s organized for easy identification during a send, as well archiving used ones.

If you have any questions about using DMS data extensions, please contact [email protected]. A member of the UMF IS Reporting and Data Analytics team will contact you.