Subscriber Key Scenario in Marketing Cloud Engagement

Review a scenario on using a subscriber key in Email Studio.

The Northern Trail Outfitters loyalty program allows families to opt-in together with a single email address. The marketer responsible for the loyalty program wants to send birthday discount coupons for each member in the family. The marketer uses a subscriber key using the loyalty card ID. Subscriber key allows each member of the family to share the email address but have separate subscriber attributes. Subscriber key also allows the email address to appear on the birthday list multiple times if multiple members of the family have the same birthday. The Cruz family opts into the loyalty program with the same email address, and their twin daughters have the same birthday.

When the marketer refreshes the birthday group on the twins' birthday, the system collects each unique subscriber key with a DOB value equal to the current date. Even though Lisa and Jill share an email address, each appears separately in the group.

When the birthday email goes out to the Loyalty Birthday List, Lisa and Jill each receive a separate email to their family's shared address.