Every time I receive a sharp looking email from Banana Republic or Home Depot, I’m reminded that email marketing has a very sexy side to it. But underneath all that snappy looking creative messaging, it’s all about the data.
This data typically resides in one or multiple systems, which serve as home to the valuable, relevant, personalized information about your leads, prospects, and customers. Typically, such systems are homegrown and come with their own TLA (three letter acronym). They could be off-the-shelf CRM systems (Siebel, Salesforce.com, Saleslogix, etc.), or WebAnalytics (Google Analytics, WebTrends, WebSideStory).
The real question is: How do you get the data from these marketing systems into your email marketing provider’s database? That’s where you can consider setting up a direct connection between the two systems, which happens via integration.