Data View: Salesforce Marketing Cloud

Data View: _Subscribers in Salesforce Marketing Cloud

The _Subscribers Data View in Salesforce Marketing Cloud stores subscriber-level information and subscription statuses.

This Data View helps marketers understand:

• Subscriber status
• Bounce activity
• Unsubscribe activity
• Email domains
• Subscriber lifecycle information

⚠️ This Data View only works at the Enterprise Level and not inside child Business Units.

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🎯 What This Query Helps Us Achieve

Using the _Subscribers Data View, marketers can:

• Monitor subscriber statuses
• Identify bounced or held subscribers
• Track unsubscribe activity
• Analyze subscriber growth
• Maintain healthy email lists

This Data View is widely used for subscriber management and email deliverability monitoring.

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📌 Important Columns Used

For this task, we are pulling only the most useful columns:

Column Name	Purpose
SubscriberKey	Unique subscriber identifier
EmailAddress	Subscriber email address
Status	Current subscriber status
BounceCount	Total bounce count
DateUnsubscribed	Date subscriber unsubscribed

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🗂️ Target Data Extension

DE Name:

Subscribers_Data_DATA_VIEW

Field Name	Data Type	Length
SubscriberKey	Text	254
EmailAddress	EmailAddress	254
Status	Text	50
BounceCount	Number	—
DateUnsubscribed	Date	—

---

💡 SQL Query Used

SELECT
    SubscriberKey,
    EmailAddress,
    ISNULL(Status, 'Unknown') AS Status,
    BounceCount,
    DateUnsubscribed
FROM _Subscribers

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⚠️ Why We Used ISNULL()

Some subscribers may not have a status value populated.

Without handling NULL values, SFMC may throw errors like:

Cannot insert a NULL value into a non-nullable column

Using:

ISNULL(Status, 'Unknown')

makes the query safer and production-ready.

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⚠️ Important Notes About _Subscribers

• Only available at the Enterprise level
• Does not work in child Business Units
• Subscriber attributes are not included
• Dates are stored in CST timezone
• Indexed fields improve query performance

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1️⃣ Query Activity Screenshot

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• Automation Studio
• SQL Query Activity
• Query Editor with SQL

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2️⃣ Target Data Extension Screenshot

Add screenshot showing:

• Subscribers_Data_DATA_VIEW
• Successfully populated records

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🌍 Real-World Use Case

Suppose a company wants to clean its subscriber database before launching a major campaign.

Using the _Subscribers Data View, marketers can:

• Identify unsubscribed users
• Remove bounced subscribers
• Analyze inactive subscribers
• Improve deliverability rates
• Maintain sender reputation

Example:
Subscribers with high bounce counts can be excluded from future campaigns to protect domain reputation.

This makes _Subscribers one of the most important Data Views for subscriber lifecycle management in SFMC.

Data View: _Bounce in Salesforce Marketing Cloud

Understanding email bounce data is very important in Salesforce Marketing Cloud because it helps marketers improve email deliverability and maintain a clean subscriber database.

The _Bounce Data View stores information about emails that failed to deliver to subscribers.

Bounce data is retained for 6 months inside SFMC.

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🎯 What This Query Helps Us Achieve

Using the _Bounce Data View, we can:

• Identify invalid email addresses
• Detect mailbox or domain issues
• Monitor hard and soft bounces
• Improve sender reputation
• Clean subscriber data for better campaign performance

This is extremely useful in real-world marketing because high bounce rates can negatively affect email deliverability and domain reputation.

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📌 Important Columns Used

For this task, we are pulling only the most useful columns:

Column Name	Purpose
SubscriberKey	Identifies the subscriber
EventDate	Date and time of bounce
Domain	Email domain where bounce happened
BounceCategory	Type of bounce
SMTPBounceReason	Exact mail server bounce reason

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🗂️ Target Data Extension

DE Name:

Bounce_Data_DATA_VIEW

Field Name	Data Type	Length
SubscriberKey	Text	254
EventDate	Date	—
Domain	Text	128
BounceCategory	Text	50
SMTPBounceReason	Text	500

---

💡 SQL Query Used

SELECT
    SubscriberKey,
    EventDate,
    Domain,
    BounceCategory,
    LEFT(SMTPBounceReason, 500) AS SMTPBounceReason
FROM _Bounce

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⚠️ Why We Used LEFT()

The SMTPBounceReason column in _Bounce can contain very long error messages.

Without limiting the character length, SFMC may throw this error:

String or binary data would be truncated

To avoid this issue, we use:

LEFT(SMTPBounceReason, 500)

This trims the value safely before inserting into the Target Data Extension.

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1️⃣ Query Activity Screenshot

Add screenshot of:

• Automation Studio
• SQL Query Activity
• Query Editor with SQL

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2️⃣ Target Data Extension Screenshot

Add screenshot showing:

• Bounce_Data_DATA_VIEW
• Records successfully populated

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🌍 Real-World Use Case

Suppose a campaign is sent to 100,000 subscribers and many emails bounce from domains like gmail.com or yahoo.com.

Using this query, marketers can:

• Identify problematic domains
• Remove invalid email addresses
• Improve email deliverability
• Protect sender reputation
• Increase inbox placement rates

This makes _Bounce one of the most useful Data Views for email performance monitoring in SFMC.

 

Data View: _Sent in Salesforce Marketing Cloud

The _Sent Data View in Salesforce Marketing Cloud stores information about subscribers who were successfully sent an email.

This Data View is widely used for:

• Send tracking
• Delivery analysis
• Subscriber activity monitoring
• Campaign reporting

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🎯 What This Query Helps Us Achieve

Using the _Sent Data View, marketers can:

• Track which subscribers received emails
• Monitor send activity
• Analyze campaign reach
• Verify successful sends
• Build custom send reports

This is extremely useful for campaign auditing and reporting purposes.

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📌 Important Columns Used

For this task, we are pulling only the most important columns:

Column Name	Purpose
SubscriberKey	Identifies the subscriber
EventDate	Date and time of send
JobID	Email send job ID
Domain	Subscriber email domain
BatchID	Batch identifier for send

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🗂️ Target Data Extension

DE Name:

Sent_Data_DATA_VIEW

Field Name	Data Type	Length
SubscriberKey	Text	254
EventDate	Date	—
JobID	Number	—
Domain	Text	128
BatchID	Number	—

---

💡 SQL Query Used

SELECT
    SubscriberKey,
    EventDate,
    JobID,
    Domain,
    BatchID
FROM _Sent

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⚠️ Important Notes About _Sent

• The _Sent Data View stores data only for the last 6 months
• Data is not updated in real-time
• Newly sent emails may take several minutes to appear
• Deleted subscriber data cannot be retrieved

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1️⃣ Query Activity Screenshot

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• Automation Studio
• SQL Query Activity
• Query Editor with SQL

---

2️⃣ Target Data Extension Screenshot

Add screenshot showing:

• Sent_Data_DATA_VIEW
• Successfully populated records

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🌍 Real-World Use Case

Suppose a company launches a promotional email campaign to 50,000 subscribers.

Using the _Sent Data View, marketers can:

• Verify who received the email
• Track send batches
• Generate campaign delivery reports
• Analyze send timing
• Cross-check send data with opens and clicks

This helps businesses maintain accurate reporting and better understand campaign delivery performance within SFMC.

Data View: _Open in Salesforce Marketing Cloud

The _Open Data View in Salesforce Marketing Cloud stores information about subscribers who opened an email.

This Data View helps marketers track email engagement and measure campaign performance.

Open data is retained for 6 months in SFMC.

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🎯 What This Query Helps Us Achieve

Using the _Open Data View, marketers can:

• Track subscriber engagement
• Measure email open rates
• Identify active subscribers
• Analyze campaign performance
• Build engagement reports

This is one of the most commonly used Data Views for email analytics in SFMC.

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📌 Important Columns Used

For this task, we are pulling only the most useful columns:

Column Name	Purpose
SubscriberKey	Identifies the subscriber
EventDate	Date and time of open
JobID	Email send job ID
Domain	Subscriber email domain
IsUnique	Identifies unique or repeated opens

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🗂️ Target Data Extension

DE Name:

Open_Data_DATA_VIEW

Field Name	Data Type	Length
SubscriberKey	Text	254
EventDate	Date	—
JobID	Number	—
Domain	Text	128
IsUnique	Boolean	—

---

💡 SQL Query Used

SELECT
    SubscriberKey,
    EventDate,
    JobID,
    Domain,
    IsUnique
FROM _Open

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⚠️ Important Notes About _Open

• _Open stores data only for the last 6 months
• Open tracking depends on tracking pixels/images being loaded
• Some email clients may block open tracking
• Data may not appear immediately after send

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1️⃣ Query Activity Screenshot

Add screenshot of:

• Automation Studio
• SQL Query Activity
• Query Editor with SQL

---

2️⃣ Target Data Extension Screenshot

Add screenshot showing:

• Open_Data_DATA_VIEW
• Successfully populated records

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🌍 Real-World Use Case

Suppose a company sends a promotional campaign to 100,000 subscribers.

Using the _Open Data View, marketers can:

• Identify engaged subscribers
• Measure campaign effectiveness
• Compare open rates between campaigns
• Create re-engagement campaigns
• Build audience segmentation based on activity

For example:
Subscribers who opened emails multiple times can be targeted for premium offers or follow-up campaigns.

This makes _Open one of the most valuable engagement tracking Data Views in SFMC.

Data View: _Click in Salesforce Marketing Cloud

The _Click Data View in Salesforce Marketing Cloud stores information about subscribers who clicked links inside emails.

This Data View is extremely useful for measuring subscriber engagement and understanding which content or links perform best.

Click data is retained for 6 months in SFMC.

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🎯 What This Query Helps Us Achieve

Using the _Click Data View, marketers can:

• Track subscriber link clicks
• Measure engagement levels
• Identify high-performing links
• Analyze campaign effectiveness
• Build click performance reports

This helps businesses understand what content attracts subscribers the most.

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📌 Important Columns Used

For this task, we are pulling only the most useful columns:

Column Name	Purpose
SubscriberKey	Identifies the subscriber
EventDate	Date and time of click
URL	URL clicked by subscriber
LinkName	Name of clicked link
IsUnique	Identifies unique or repeated clicks

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🗂️ Target Data Extension

DE Name:

Click_Data_DATA_VIEW

Field Name	Data Type	Length
SubscriberKey	Text	254
EventDate	Date	—
URL	Text	900
LinkName	Text	500
IsUnique	Boolean	—

---

💡 SQL Query Used

SELECT
    SubscriberKey,
    EventDate,
    URL,
    LEFT(LinkName, 500) AS LinkName,
    IsUnique
FROM _Click

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⚠️ Why We Used LEFT()

The LinkName field can sometimes contain very long values.

Without limiting the character length, SFMC may throw errors like:

String or binary data would be truncated

To avoid this issue, we safely limit the value using:

LEFT(LinkName, 500)

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⚠️ Important Notes About _Click

• _Click stores data only for the last 6 months
• Click tracking works only for tracked links
• IsUnique = True means the first click event
• Multiple clicks by the same subscriber may appear

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1️⃣ Query Activity Screenshot

Add screenshot of:

• Automation Studio
• SQL Query Activity
• Query Editor with SQL

---

2️⃣ Target Data Extension Screenshot

Add screenshot showing:

• Click_Data_DATA_VIEW
• Successfully populated records

---

🌍 Real-World Use Case

Suppose a company sends a promotional email containing multiple product links.

Using the _Click Data View, marketers can:

• Identify which links received the most clicks
• Understand subscriber interests
• Optimize CTA placements
• Improve future campaign design
• Build personalized follow-up campaigns

Example:
If a “Buy Now” button receives the highest clicks, marketers can prioritize similar CTAs in future campaigns.

This makes _Click one of the most important engagement tracking Data Views in SFMC.

Data View: _Unsubscribe in Salesforce Marketing Cloud

The _Unsubscribe Data View in Salesforce Marketing Cloud stores unsubscribe activity related to email sends.

This Data View helps marketers understand:

• Which subscribers unsubscribed
• When unsubscribes happened
• Which domains generated unsubscribes
• Unique unsubscribe events

Unsubscribe data is available for the last 6 months.

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🎯 What This Query Helps Us Achieve

Using the _Unsubscribe Data View, marketers can:

• Track unsubscribe activity
• Monitor audience engagement decline
• Identify problematic campaigns
• Improve email targeting
• Maintain compliance with subscriber preferences

This Data View is extremely useful for email engagement and retention analysis.

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📌 Important Columns Used

For this task, we are pulling only the most useful columns:

Column Name	Purpose
SubscriberKey	Identifies the subscriber
EventDate	Date of unsubscribe
Domain	Subscriber email domain
IsUnique	Identifies unique unsubscribe
JobID	Email send job ID

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🗂️ Target Data Extension

DE Name:

Unsubscribe_Data_DATA_VIEW

Field Name	Data Type	Length	Nullable
SubscriberKey	Text	254	No
EventDate	Date	—	Yes
Domain	Text	128	Yes
IsUnique	Boolean	—	Yes
JobID	Number	—	Yes

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💡 SQL Query Used

SELECT
    SubscriberKey,
    EventDate,
    Domain,
    ISNULL(IsUnique, 0) AS IsUnique,
    JobID
FROM _Unsubscribe

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⚠️ Why We Used ISNULL()

Some unsubscribe records may not contain IsUnique values.

Without handling NULL values, SFMC may throw errors like:

Cannot insert a NULL value into a non-nullable column

Using:

ISNULL(IsUnique, 0)

ensures the query runs successfully.

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⚠️ Important Notes About _Unsubscribe

• Stores unsubscribe data for the last 6 months
• Spam complaints also appear as unsubscribes
• Dates are stored in CST timezone
• Use StatusChanges Extract for complete unsubscribe history

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1️⃣ Query Activity Screenshot

Add screenshot of:

• Automation Studio
• SQL Query Activity
• Query Editor with SQL

---

2️⃣ Target Data Extension Screenshot

Add screenshot showing:

• Unsubscribe_Data_DATA_VIEW
• Successfully populated records

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🌍 Real-World Use Case

Suppose a company notices declining campaign performance.

Using the _Unsubscribe Data View, marketers can:

• Identify campaigns causing high unsubscribes
• Analyze subscriber dissatisfaction trends
• Improve email frequency strategies
• Refine audience segmentation
• Reduce future unsubscribe rates

Example:
If a campaign generates unusually high unsubscribes, marketers can review:

• Email content
• Send frequency
• Audience targeting
• Subject lines

This makes _Unsubscribe one of the most important Data Views for subscriber retention analysis in SFMC.

Data View: _Job in Salesforce Marketing Cloud

The _Job Data View in Salesforce Marketing Cloud stores detailed information about email send jobs.

This Data View helps marketers track:

• Email send activity
• Send status
• Subject lines
• Sender information
• Job scheduling and delivery details

It is one of the most important Data Views for campaign reporting and monitoring.

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🎯 What This Query Helps Us Achieve

Using the _Job Data View, marketers can:

• Monitor email send jobs
• Track campaign delivery status
• View email subject lines
• Analyze send scheduling
• Audit email activity across Business Units

This Data View is commonly used for campaign reporting dashboards and troubleshooting.

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📌 Important Columns Used

For this task, we are pulling only the most useful columns:

Column Name	Purpose
JobID	Unique ID for email send job
EmailName	Name of the email
EmailSubject	Subject line of email
JobStatus	Status of send job
DeliveredTime	Time email delivery completed

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🗂️ Target Data Extension

DE Name:

Job_Data_DATA_VIEW

Field Name	Data Type	Length
JobID	Number	—
EmailName	Text	100
EmailSubject	Text	200
JobStatus	Text	50
DeliveredTime	Date	—

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💡 SQL Query Used

SELECT
    JobID,
    LEFT(EmailName, 100) AS EmailName,
    LEFT(EmailSubject, 200) AS EmailSubject,
    JobStatus,
    DeliveredTime
FROM _Job

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⚠️ Why We Used LEFT()

The EmailName and EmailSubject fields can sometimes exceed the allowed Target DE length.

Without limiting the text length, SFMC may throw errors like:

String or binary data would be truncated

Using:

LEFT(EmailSubject, 200)

ensures the query runs successfully.

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⚠️ Important Notes About _Job

• The _Job Data View shows all email send jobs in the current Business Unit
• It does not categorize jobs by send method
• Triggered sends may show NULL in DeliveredTime
• Subject lines may appear shorter on different devices and browsers
• JobID is an indexed field for faster querying

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1️⃣ Query Activity Screenshot

Add screenshot of:

• Automation Studio
• SQL Query Activity
• Query Editor with SQL

---

2️⃣ Target Data Extension Screenshot

Add screenshot showing:

• Job_Data_DATA_VIEW
• Successfully populated records

---

🌍 Real-World Use Case

Suppose a company runs multiple email campaigns daily.

Using the _Job Data View, marketers can:

• Verify successful email sends
• Monitor failed or delayed jobs
• Review email subject lines used in campaigns
• Track campaign execution timelines
• Generate reporting dashboards for management

Example:
If a campaign status shows failure or delay, teams can quickly investigate the issue before it impacts customers.

This makes _Job one of the most valuable operational reporting Data Views in SFMC.