Blog: Data

Do you know where your email marketing is headed? Ideally, it’s headed down the path of hyper-personalized, one-to-one marketing. But hyper-personalized is only going to happen if your ESP supports a relational database. Relational vs. flat file systems Although many marketers have recognized the benefits of relational databases for several years now, surprisingly few email service providers (ESPs) support them—although iPost does. If you’re planning to take your segmentation to a new level this year, or to increase the sophistication of your email marketing, you need to know how a relational database differs from the usual flat-file one—and how critical this might turn out to be when choosing your new Email Service Provider. So… what’s the difference? [...]