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As a best practice, which value should an associate use when creating a subscriber key?
The best practice for creating a subscriber key in Salesforce Marketing Cloud is to use a unique, persistent value like a Customer ID. The subscriber key serves as the unique identifier for each subscriber, so it should not change over time, which makes a Customer ID ideal as it is often assigned at the start of a customer relationship and remains consistent.
Why Not Use Email Address or Phone Number: These can change over time and are not as stable. Using a Customer ID helps maintain continuity even if a customer updates their email address or phone number.
Salesforce Documentation Reference: For more information, refer to the Salesforce Marketing Cloud Guide on Subscriber Keys.