4 Benefits To Connecting Your ESP Directly To Your Data

4 Benefits to Connecting Your ESP Directly to your Data

Enterprise B2C marketers understand better than most the importance of having a clean and organized customer database. And with the massive amounts of data they’re dealing with, getting it to a point where it’s consolidated and easily accessible for marketing purposes can be a heavy, expensive lift.

Once your company has invested in the tools that can make that happen, though — whether that’s partnering with a modern data warehouse (like Snowflake, BigQuery or Redshift) or building our your own solution internally — how does your ESP fit into the data conversation? If you put all the time, money, and effort into organizing all your data, will your ESP be ready to help you take advantage of that? Or will it just stand as another obstacle that continues to make it difficult to fully utilize the tools you now have?

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What We’re Looking Forward To At The Snowflake Summit

What We’re Looking Forward to at the Snowflake Summit

When the “Data Nation” – made up of the brightest minds in the modern data world – gather June 3-6 in San Francisco for Snowflake Summit, there’s going to be so much to hear and see. We can’t stop thinking about all the amazing speakers and partner ecosystem, and everything we can learn to help our customers maximize the potential of the data they’ve collected. Just looking at the speaker list has us counting the days until June 3.

It’s especially exciting for us because of our direct integration with Snowflake, and the opportunities for data-driven brands when their cross-channel ESP and their modern data warehouse are connected together. Already, we’re seeing so many ways this is enabling marketers at our customers to move more quickly (and securely) than ever before, connecting directly to Snowflake modern customer data platforms to pull live, real-time data into their personalized cross-channel campaigns for audience segmentation and conditional content.

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Is Your Real-Time Marketing Really Real Time?

Is Your Real-Time Marketing Really Real Time?

Every marketer needs to ask this question: “Is my real-time email marketing really real time?” If you haven’t started asking this question, you will soon. Email marketing has proven itself to be a prime real-time marketing tool. Still, many marketers are surprised to find that what they call “real time” isn’t so real time after all.

While real-time marketing is most closely associated with brands sending timely messages to a mass audience, one of the biggest impacts of real-time marketing comes in sending personalized messages to individuals. However, more personalization usually means more delays. The key to all real-time marketing is speed. But the very infrastructure of email marketing is based on a series of time-consuming tasks, such as list creation, data syncing, and batch delays. Each activity introduces another delay, any of which can quickly turn a real-time marketing opportunity into a real missed opportunity.

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Fintech Startup Lessons For Big Banks

Fintech Startup Lessons for Big Banks

Many eyes in the banking and financial services industry are looking at a swarm of Fintech (aka “Financial technology”) startups that have new approaches to how they do business, and how they engage with customers.

While much of financial marketing over many decades has been based upon the idea that consumers want the companies that control or advise them on their money to be stable, trustworthy and, to a certain extent, boring, these new companies aren’t playing by that old book. Buoyed by a recent rash of scandals in the banking industry, new players are looking to pick off disillusioned people who want a better, more personal experience with their bank.

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The C-Suite Must Be Involved To Make Email Work

The C-Suite Must Be Involved to Make Email Work

When you’re grinding away in your cubicle day after day, running A/B tests, segmenting your audience, poring over deliverability metrics, you know the reality of email marketing. You know what’s working and what isn’t. It’s your job to know. You’re in the thick of it. Boots on the ground. Every day. You’re not part of the C-Suite; you’re an enterprise email marketer. This is your world.

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5 Common Questions About Hybrid Email Marketing

5 Common Questions about Hybrid Email Marketing

Whether they’ve realized it or not, enterprise marketers have had limited options for years when it comes to email marketing solutions:

  • Option A: Commercial email service providers (ESPs). These essentially come in two flavors — Software-as-a-Service (SaaS) or on-premises. Obviously, SaaS dominates in this industry, with many vendors rebranding in recent years as “marketing clouds.” Traditional on-premises solutions are hard to find nowadays but still exist.
  • Option B: Custom in-house solutions. Many companies, particularly larger senders, have developed their own custom email marketing solution in house for a variety of reasons. These businesses then typically utilize a cloud-based email delivery solution to get messages out the door.
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How To Convince A Reluctant Decision Maker To Change ESPs

How to Convince a Reluctant Decision Maker to Change ESPs

It’s a situation many enterprise marketers have encountered in recent years — you have an email service provider (ESP) that isn’t working for your organization’s needs. But the decision maker at your company standing in the way of change is tough to convince. To be fair, changing ESPs is not only hard, but it can be expensive and time-consuming. Campaigns have to migrate over. You have to account for data. Your team has to learn how to use a new tool. It can seem daunting, and the decision maker — whether it’s your CMO, CEO, VP of Marketing, Director of Marketing Operations, or whoever will make the final call — will understandably have a high bar to clear for making such a significant shift for your organization, one that will involve not just Marketing, but Marketing Operations and I.T. as well.

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