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In enterprise email marketing, the cloud has become nearly ubiquitous. That’s because it’s a huge asset for high-volume senders to get their emails out the door. But are retailers making the best use of the marketing cloud when it comes to managing sensitive customer data? Deciding which customer data to store in the cloud and which data to store on premises is a question every large B2C company has to grapple with.

For high-volume, data-centric companies that are managing large amounts of rapidly changing data, it may make sense to use a Hybrid email marketing model. This allows them to store sensitive customer data in house, behind a company firewall. And they can still making use of the cloud to handle resource-heavy tasks, such as message rendering and delivery. Below are four reasons you may want to use a Hybrid email marketing model to manage your sensitive customer data

“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin, entrepreneur, best-selling author, and speaker

In today’s marketing world, it almost goes without saying that consumers don’t want to hear you beat your chest about how great you are. Especially for B2C marketers, your target audience has endless options for which brands to direct their money and time toward. If you’re going to not only get them to subscribe and open your emails but also buy, you need to connect with them in a meaningful way. You need to deliver content that matters to them. It’s not enough to tell them why you’re great. You need to tell them something great.

For enterprises that send email at a large scale, Marketing Ops is faced with a difficult question: How do you ensure that the millions of emails that need to be sent every day get out quickly and reliably? This problem is compounded by the facts that large amounts of data are required to produce millions of emails, and the data is frequently divided among multiple databases across the enterprise (purchase history, customer profile, client support, etc.). For these organizations, it’s imperative to respond to real-time changes in data (such as recent purchases or interactions), and corporate firewalls often determine that marketing data needs to stay on premises.

Savvy marketers know that each industry has its own challenges and key needs when it comes to email marketing. But it isn’t always easy to know if you’re focusing in the same direction as your industry peers, as you try to ensure you have the right tools to help you deliver the types of email campaigns that will keep you on the forefront of the competitive landscape.

The legacy marketing cloud solutions haven’t served enterprise email marketers well for years. And the evolution of technology will continue to speed the pace away from the days when large organizations could hope to get by with minimal personalization via their marketing messages. Today, consumer expectations for the content they receive from brands have never been higher. In the current marketplace — and even more so in the future marketplace — it’s essential that the world’s most demanding marketers raise their standards for what they can accomplish by connecting with customers via email. So many brands aren’t, and consumers know it. You have an opportunity to make an impact with your messaging.

It’s from this perspective that we shared our latest webinar, “The Marketing Cloud Mirage: How Data Syncing Undermines Your Email Efforts.” We’ve seen these problems that enterprise marketers face from every angle. We talk to them every day about their frustrations. We exist to solve this problem.