Two Truths and a Lie: The Email Marketing Version

Most everybody is familiar with the fun party game, “Two Truths and a Lie.” It’s a simple game but, when done well, it can create hours of fun and chaos – plus it’s a great way to find out interesting facts about the players. The game starts with one of the participants stating two truths and one lie about themselves. Then the others have to decide which statements are true and which is the lie.

I’m going to play that game with you, the readers, today. It’s a great game for the martech space because there is always a new product or approach coming along with tons of new acronyms (mostly the three letter variety). This creates an environment of confusion that makes it the ideal place to play Two Truths and a Lie.

So let’s play!

Find the lie:

1. Modern data warehouses like Snowflake, Big Query, Databricks, and Redshift make the access/activation of data easier.
2. Consumers are more likely to spend more with their favorite brands if they receive personalized messages with recommendations customized for each consumer.
3. All ESPs require you to copy, sync, and send your customer data to them in order to execute a campaign.

So, which are true and which one is a lie? Let’s take them one at a time.

Modern data warehouses like Snowflake, Google Big Query, Databricks, and Amazon Redshift make the access/activation of data easier

TRUE – These new (not so new anymore) data warehouses offer incredible power and flexibility to help you do more with your data. That’s a big reason these applications have grown exponentially in the last few years. Marketers and data teams alike are rapidly moving to a “one-source of the truth” data environment. They realize their data is the secret sauce to truly standing out in a crowded market.

Consumers are more likely to spend more with a brand if they receive personalized messages with recommendations customized for them

TRUE – There are hundreds (maybe thousands) of studies that prove customized, personalized outreach is the key to keeping and growing your customer share of wallet. Responding to MessageGears’ recent Consumer Engagement survey, three-fourths of the consumers polled said brands that create a personalized customer experience are more likely to get their business.

Meanwhile, 87% said that less than half the brand marketing messages they receive are personalized. This may be due to the fact that personalizing messages to millions of consumers is not easy.

With all the data we collect nowadays, it can quickly become unwieldy without the right tools and approach.

All ESPs require you to copy, sync, and send your customer data to them to execute a campaign

FALSE – Almost true, but actually this is false. All but one ESP requires this. The only ESP that does not is MessageGears. MessageGears connects directly to your data warehouse. (In fact, it’s installed right in the same environment where your data warehouse resides.) There is no copying, synching, or sending data to execute campaigns.

There are a lot of ETL/reverse ETL conversations in the market right now, and that has created a lot of confusion.

The fact remains that if you have to move data from one place to the next, then repopulate that data back into your database (think opens, clickthroughs, unsubscribes), that creates data friction. Meaning it can take days or even weeks to build an audience.

Let’s transform your digital outreach

When MessageGears says we are “warehouse-native,” we mean it. Our belief is that if you have invested in a modern data warehouse, then you’ve bought into the “one source of the truth” approach that has been so elusive for marketers. We created our company back in 2010 right around the time Snowflake was getting started.

For years, bandaids like packaged, legacy ESPs & CDPs have tried to help marketers overcome data challenges. The constant waiting for queries to be run by the data team… The frustration of waiting for data to sync… The struggle to deal with stale data…

But the bottom line is if you can commit to your modern data warehouse as being the single source of customer truth (meaning all activities – website, marketing, storefront, whatever) then MessageGears can transform your digital outreach.

Come find out what The Home Depot, Best Buy, Expedia, Rakuten, and other brands are doing to leverage their data warehouse investment.