Data Formats to Upload Subscribers

In order to know what column of incoming data should be stored in what field in Informz, you create a data format in Informz to store that mapping. If you are just uploading a list of email addresses, Informz provides a default data format that assumes that the first column is the email address.


Before you dive in and create your data format, take a few minutes to understand the data that you'll be bringing into Informz. If you are getting ready for a mailing and you simply want to personalize the mailing with Dear %%First Name%% you only need to upload email address and first name. Easy!

Thinking beyond this immediate need, what might be useful in the next few weeks? Would knowing the state that your subscriber lives in allow you to reference that state in a story or subject line making the content more personalized for them? Would knowing the number of years that they've been with your organization factor into how you would write a story about the same topic?

Any data that you upload can be used for personalization or targeting. Doing a little bit of planning will set you up to create a better experience for your subscribers.

Uploading Just Email Address

If your data file only contains email address, use the Default data format on Step 1 of the subscriber upload process. Done!

Uploading Multiple Fields

Each column in your data file will map to a profile info field in Informz. Remove any blank columns between columns with data. As shown in the screenshot below, it is fine to have empty cells when there's no data in the field for a particular subscriber.

We recommend that the first column of the data file is for the email address. Although Informz can support having email address in any column, it's a good way to standardize your data file format with email address as the first column.

Date Fields

When working with date fields, consistently use the same date format. Whether you use the American of mm/dd/yyyy, or the British format of dd/mm/yyyy just use it consistently. The subscriber upload process does not do any date conversion. All incoming data is processed like a string.


Navigate to Subscribers > Upload > Data Formats to begin creating a data format.

Click Add Data Format.

Provide a name for this data format. If there are six fields or less, it's good practice to name the data format with those field names. If you are uploading a longer list of fields coming from a standard process, then you can use a more descriptive name. Make sure that everyone on the team understands which data format is appropriate to use. All of the fields included in the data format are displayed in the x column in case there's ever a question as to what this data format works with.

By default, Tab is the selected column delimiter. Informz prefers this delimiter.

Select the fields that correspond to the columns on the incoming data file. A single click moves the field from the Available Columns list to the Columns In Data Format List. The top to bottom order matches the left to right order of columns in the data file.

Fields can be reordered using the green handle on the field and dragging and dropping to a new location. Do this when you realize that the field order in the data format doesn't match the left to right order of the columns in your data file.

Click Save when done.

Let's Upload!

With a well designed data file and a matching data format, you are ready to go with your upload. As fun as uploading subscribers is, remember that this function benefits from good policies and procedures around data management and process.