Enterprise-class email and other cross-channel marketing campaigns.
Runs complex email marketing campaigns
Also supports push, in-app, SMS and MMS campaigns
Campaign design is visual, with conditional enrollment based on customer attributes and behaviors
Has a sophisticated data model similar to a data warehouse
Enables non-technical teams to set up complex personalizations based on behavioral data
The appeal of using Responsys is that it gives marketers the ability to personalize marketing campaigns in pretty complex ways based on user behavioral data. The problem, however, is that getting behavioral and user attribute data into Responsys is complicated, and particularly difficult to do in real-time.
Implementation requires a process which regularly updates Responsys databases with the most up-to-date user information, usually by building an ETL pipeline or a system for manual syncing.
Building an ETL pipeline to replicate your database into Responsys regularly is time-consuming and expensive to build and maintain.
Typically these pipelines only run nightly or weekly, making it impossible to trigger personalized emails at the exact right time.
Without an ETL pipeline, some implementations rely on regular, manual uploads of a CSV user list, which is not sustainable, scalable, or practical.
Segment’s Responsys integration is configured to get all of your data into Responsys for you, in real-time, requiring no additional setup. Segment populates the Responsys profile list directly from Segment .identify calls that are already instrumented in your mobile app or website. We’ll also load all of your .track events into a supplemental table in Responsys so that you can send behaviorally targeted email campaigns.
Additionally, if you’ve got a mobile app, you’ll love using Segment with Responsys. While Responsys does cross-channel messaging, it doesn’t have any SDKs, so data collection from mobile is a pain. By using Segment’s integration, businesses with mobile apps that want to use Responsys can finally run truly personalized cross-channel marketing campaigns to their customers and users.
Finally, if you need to you can change integration settings right within the Segment dashboard so you don’t have to touch any code, ever.
Segment makes it easy to set up Responsys.
