Last week at Connect ’17 in Denver, we announced an exciting new partnership that will help our clients better understand their customer base and personalize their communication strategy. We’re teaming up with our fellow Denver-based, Foundry-backed friends at FullContact to make it easier for our clients to enrich their customer data and harness those insights to create personalization at scale.
The idea of hyper-personalization is something we’ve long thought about here at SendGrid. Hyper-personalization is achieving the segment of one: when you know so much about a person that every single communication is custom tailored to a particular individual. While this may be aspirational, knowing more about your customers to help tailor more effective messaging is a core component of driving growth through email.
Learning more about your customers can be tough. Many of our clients struggle with having an incomplete view of the customer or having their data fragmented across systems.
Additionally, public and offline data enrichment is often regionalized and anonymized so that it becomes a commodity and lacks any form of attribution.
Luckily for marketers though, the rise of social networks has placed a powerful new dataset at their fingertips. This is why we’ve teamed up with FullContact–to help turn that limited information that marketers typically have, into a complete profile to help tailor a unique experience.
Here’s How it Works
Users open up an account with FullContact and import a csv file containing their contact list. FullContact goes to work enriching it with demographic, psychographic, and affinity data from their open identity graph (the world’s largest) that includes over 4 billion people profiles, and 30 million updates per day from over 120 different social networks.
Once the file, which is now enriched with new insights about your customers, is passed back to users, they import it back up to SendGrid where the new data fields appear in the contact lists. The list is now ready to filter and segment so that users can craft the perfect message to the right audience.
“We are always seeking opportunities to bring innovative features into the SendGrid ecosystem, but when you have the opportunity to partner with a fellow Foundry-backed company, headquartered just down the street, with a unique solution that will help our customers drive customer engagement, it’s a no-brainer,” said Scott Heimes, CMO at SendGrid. “Email is an incredibly valuable tool for driving growth and we’re thrilled to implement FullContact’s identity resolution functionality into SendGrid to enhance our customers’ personalization strategies.”
Check out Scott speaking at Connect 17:
By enriching customer data with social profiles, marketers can now understand their consumers on a personal level, providing insight beyond just their interactions with your brand, to power better experiences.