Text strings look like this:

ABC123	TEXT	The text string to be encoded goes here

URL strings look like this:

XYZ456	URL	http://www.yourdomain.com/product1.html	RAW
XYZ457	URL	http://www.yourdomain.com/product2.html	SHORT

Phone number and email strings:

M6789	PHONE	4089961010	
127765	EMAIL	info@yourdomain.com

Contact details and email messages can be forced using a TEXT data type and encoding formats that use single concatenated strings:

CONTACT1	TEXT	MECARD:N:lastname,firstname;ADR:street,city,state,postcode,country;TEL:phone;EMAIL:emailaddress;NOTE:company;URL:website;
MESSAGE1	TEXT	MATMSG:TO:email_address;SUB:subject;BODY:message;;