Introduction
This tutorial discusses an issue wherein emails, though correctly set up to be sent when certain conditions are met, are not being delivered in Customer.io's marketing automation environment. The emphasis will be on the importance of user profile attributes in the data-driven marketing campaigns.
Problem
The issue took place while trying to dispatch emails using our marketing automation platform. Despite conditions being met and the platform set up correctly to indicate that the emails should be dispatched, the emails were not being delivered. A persistent error occurred with the 'to' field set to '{{customer.email}}' in their 'usage limits' campaign.
Solution
Upon investigation it was found that the issue was not essentially with the reference to the 'email' attribute via '{{customer.email}}', but the hiccup was that some profiles did not own an email address associated to their profile.
This resulted in having no email attribute available to pull from for these specific users. Therefore, as a resolution ensure all user profiles have an associated email attribute, so the system is able to send out the emails in the intended manner.
If you have a database with profiles that intentionally don’t have email addresses set (for example, mobile-only customers), you should consider using a filter on your campaigns to only send to people who have an email address stored.