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Have you deployed emails from multiple databases or ESPs?
I have heard of some instances where email marketers use more than one database from which to deploy their mailings. From what I understand, the differences could be, for example, transactional or operational vs standard direct marketing. There might be databases or ESPs that are more suitable for different types or marketing or marketing automation, hence the use of both. This got me to thinking. If anyone has experience using multiple email deployment databases, where would you look to as the 'single source of truth?' Where would you collect opt out requests? Segment on subscriber behavior? If each database holds unique subscribers (database A is not the same as B), do these questions even matter?
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1 Answer
When I worked at a large restaurant chain, we had too many databases and email solutions.
We started with three different databases (1 consumer, 1 transactional online ordering consumer, and 1 franchisee prospect list). We were then using four different ESPs to message (1 transactional and 3 promotional).
Over a six month period, we were able to consolidate the consumer lists into one using a CRM solution, but we still kept two ESPs --- one for transactional and one for promotional.
We then took the franchisee list and added that to the CRM and wrapped them under the promotional ESP.
When I left, we had an email solution for transactional online ordering emails and an email solution for promotional message to consumers and franchisee prospects. All data would then be synced up with the CRM system so that we had our opt-out, etc in one location. The CRM system did not capture the segmentation, user behavior, etc. - but if you logged in the email solution system, you were able to pull this engagement/activity data.
I found that using a CRM system to capture contact info, and basic engagement info (notes, list membership, lead score) is good enough. Trying to sync up specific user actions and engagement with your CRM is too much. I would use your ESP for that sort of detail. That said, there are several solutions (including the company that signs my checks) out there that will allow you to view detailed user information via a window from within the CRM.
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