ESPs (Email Service Providers) are good at customer-friendly setup, drafting and delivery of emails, usually with a flow builder and automation. Data comes from an external source or from their own databases. Therein also lies the limitation. Often only part of the customer data is available, there is no real-time link and segmentation on the data is limited. Moreover, there is often a need to wait and check. If you are working with multiple brands, locations or units, keeping track of the many lists is completely laborious. Within Ternair, marketers have a fully integrated ESP in the platform. They deploy this as part of their complete suite of dynamic data, selection and omnichannel automation capabilities. Data-driven work is only complete when you can combine Data, Intelligence, Content and Delivery (McKinsey 4D model).
Capabilities for customer data-driven working (explanation) | ESP | Ternair |
Data Collection | ||
Orders, Transactions, Personal & Company data | ||
Activities & Deals | ||
Customer Service data | ||
Lead management | x | |
Opt-in, Preferences & Newsletters | x | x |
Website behaviour | x | |
Contact history | omnichannel | |
Campaign data | omnichannel | |
Data Integration | ||
Import datasources | x | x |
Direct Connect API's | x | |
Data Mapping, connect multiple sources | x | |
Single Customer View | x | |
Data Intelligence | ||
Data transformation | x | |
Customer Value | x | |
Hyper Segmentation | x | |
Data Activation | ||
Email marketing | x | x |
Omnichannel activation | x | |
Delivery | single | x |
Real-time activation trigger events | x | x |
Real-time activation API's | x | |
Website personalization | x |