To truly understand the immense impact of having access to truly 100% real-time customer data while building email marketing campaigns, marketers almost invariably need an “A-ha!” moment. Or maybe several hundred of them. For the vast majority of marketers, that moment never comes, because the volume of data they’re working with is small enough to where much — if not basically all — of it can live right in their vendor’s cloud where they’re building messages.
For marketers who send fewer than 10 million emails a month, data lag and syncing issues just don’t show up on their radar. But, for those on the larger end of the scale, the barriers that can stand in the way of them delivering high-level customer experiences are high without immediate access to all their customer data. They see the value because it impacts their jobs. It negatively affects what they can accomplish, and hurts relationships with their customers.