Email marketing is a strategic tool for Musictoday, which provides monetization solutions services to the multi-billion dollar music industry for the world’s largest brands and media companies. Musictoday sends an average of nearly nine million emails a month, with double the volume during holidays.
However, the company had been limited in the type of customer data it was able to access through its email service provider (ESP). There was little flexibility in using data outside of what was currently uploaded within the ESP’s existing data field structure. Any changes to the data required extensive support from IT and a great deal of time to complete. If a time-sensitive marketing opportunity arose that required data not currently stored with the ESP, the marketing team was out of luck.
“The email service provider we were using required us to have a preconceived notion of what data we planned to use at any given time. While we could map in fields to add new data if a marketing opportunity arose, these changes were time-consuming and labor-intensive. I didn’t love being locked into a predetermined data structure,” said Ben Whitlow, Marketing Technology Manager at Musictoday.