One of the most profound movements in marketing over the past five years or so has been the desire to consolidate as much customer information as possible into a single 360-degree customer database — more specifically, a Data Warehouse. If you have every piece (or nearly every piece) of first-party, second-party, and third-party data that you own or have acquired about your customer in one place, you can be even more personalized, responsive, and predictive (i.e. leverage AI models) about how best to serve and communicate to those customers. And customers increasingly expect you to leverage their data in this manner — to deliver a better cross-channel experience that “surprises and delights.” To fail to do so is to risk losing that customer relationship.
When sending enterprise email at a large scale, a common obstacle that many B2C martech / marketing operations groups face is the struggle of moving and using their data. We’ve spoken about this topic in the past, and we’ve written about it too — but that’s because there are so many hurdles caused by the data movement necessary with a traditional marketing cloud ESP. Whether it’s setting up nightly copy and replication jobs to send your customer data to your marketing cloud ESP, fitting your data to their stringent data model, handling PII data security, or finding a way to bring your email data back down to your environment, using traditional ESPs at a massive scale can cause headaches for most marketing ops groups.
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.
If you recall way back in 2015, Verizon acquired AOL and then Yahoo in 2017. Following these acquisitions, Yahoo and AOL were merged under Oath Inc., a subsidiary of Verizon Communications.
Little information has been made publicly available regarding the consolidation of AOL and Yahoo’s email infrastructure, but we do know AOL’s MX (mail exchange) servers will be migrated over to Yahoo’s infrastructure as soon as next month.
As many senders experienced issues (and still are experiencing issues) with Microsoft’s consolidation of Office 365 and Hotmail platforms, we may see something similar with Yahoo/AOL.
Time Warner Cable/Roadrunner was acquired by Charter Communications in May 2016. Since the acquisition, there have been plans to discontinue their feedback loop service — one of the many FBLs hosted by ReturnPath.
On Oct. 19, they officially discontinued their FBL service, which essentially allows senders to receive and process complaint data from their affiliated domains.