Delivr Asset Naming Convention

This SOP defines the standardized naming convention used across all Delivr assets (campaigns, creatives, lists, forms, and programs). Consistent naming ensures efficient searchability, data alignment between systems, and accuracy in reporting and auditing.

Naming Structure

Every asset name must follow this structure:

Region_Category_Initiative_Language_Type_Name_YearMonth

Example:
EMEA_3_Five_EN_CA_ProductLaunch_202510

Each component corresponds to a required element that defines the asset’s region, campaign, and context.

Step-by-Step Naming Guide

  1. Region
    Identify where the asset is applicable.

    • EMEA — Europe, Middle East, Africa

    • Spain, UK, France — Country-specific variants

    • Use only approved abbreviations for global regions.

  2. Category
    Define the campaign or product category.

    • Use the numeric identifier from your team’s category list (1–7)

    • Use All if the asset applies across multiple categories.

  3. Initiative
    Assign the initiative number associated with the project.

    • Values range from One through Twelve.

    • Each initiative represents a major marketing theme, funnel stage, or strategic push.

    • Example: 3 = Awareness, 5 = Demand Gen, etc.

  4. Language (Lang)
    Specify the language in which the asset is produced.

    • EN — English

    • FR — French

    • DE — German

    • IT — Italian

    • ES — Spanish

  5. Type
    Define the type of asset being named.
    Use the two-letter code from the approved type table:

    Code Type Description

    CA

    Campaign

    CF

    Contact Filter

    CL

    Campaign List

    EM

    Email

    EG

    Email Group

    FM

    Form

    LP

    Landing Page

    PG

    Program

    SG

    Segment

    SL

    Shared List

    OP

    Other Pages / Misc.

  6. Name
    Add a short, descriptive name for the asset.

    • Keep it specific but concise (e.g., ProductLaunch, Q4Promo, WebinarInvite).

    • Use underscores (_) instead of spaces.

    • Avoid special characters (&, %, /, etc.).

  7. Year
    Add the year of creation or launch in four digits (2025).

    • Use the planned campaign launch year, not the current date if it differs.

  8. Month
    Add the month in two-digit format (01–12).

    • Example: 10 for October.

  9. Combine All Elements
    Merge all fields with underscores _ between each value:

    Format Example:

    Region_Category_Initiative_Language_Type_Name_YearMonth

    Example Output:

    EMEA_1_Two_EN_CA_ProductLaunch_202510

  10. Validate Before Saving
    Double-check for missing or incorrect fields.
    Every asset name must include all eight components to ensure it’s searchable and compliant.

Pro Tips

  • Stay Consistent: Always use approved codes and abbreviations from the latest internal lists.

  • Automate Where Possible: Use the Delivr Asset Naming Form for speed and accuracy.

  • Think Search First: Include the most relevant searchable keywords in the “Name” field.

  • Keep it Short: Aim for under 50 total characters.

  • Version Control: If multiple iterations exist, add _v1, _v2, etc., after the month (e.g., _202510_v2).