Let's Talk
I'm ready to meet with someone
Step 2 of 2

Tell us about yourself.

Please complete all fields.
Back
Programs that create passionate customers. Built by marketers, for marketers.
Do much more with your data. Find, win, and retain the customers you want.
Fine-tune your strategy, streamline execution, and get more engagement.
Warehousing and shipping that’s smarter and more secure.
More personal than you thought possible. Printed and delivered with precision.
On-brand sign production and fulfillment, at the speed of retail.
Customize, order, print, and ship. From anywhere, any time.
Turn shoppers into buyers. And buyers into champions.
Tantalize fans and new diners alike with marketing and menus that sizzle.
Complete services for direct to consumer selling: marketing, packaging, and shipping.
Personalized marketing and kitting in a highly secure environment. MICR too!
Streamline your direct-marketing programs – for every franchisee.
Personalized member communications, secure and HIPAA compliant.
It’s all about relationships – and donations. We’ll help you grow both.
Deliver the right message to voters at the right time. End-to-end DM services.
See how we’ve helped clients in healthcare, fashion, franchise and more.
Smarter loyalty helped this icon engage customers and exceed goals.
Our digital storefront supplied POS signs and more for this pharma giant.
Scalable, better quality marketing at lower costs? See how we did it.
Data analysis drives higher customer acquisition for this fashion icon.
Our SOS system provided cheaper, faster, better POS fulfillment.
We helped them launch a direct to consumer operation — and drive sales.
See how we helped RL achieve a 60% jump in flagship opening-week sales.
Our refreshed loyalty program helped them double members — annually.
Metric analysis and a cleaner list drove huge campaign lifts.
200% Increase in speed to market
See how we helped DSW save $250,000
It’s simple: We get personal. Here’s what that means.
We love people who bring energy and curiosity to work. Sound like you?
When you care this much, it shows in the work.
Stay up to date with marketing insights and tips about how to acquire and grow the customers you want.
From eBooks to interactive tools, we’ve got the CRM & analytics, loyalty, and direct mail resources you’re looking for.
Learn how Direct Mail is used to connect with clients at every stage of the customer journey, whether you're building awareness or encouraging long-term loyalty.
Step 1 of 2

What interests you most?

Select all that apply.
Options
Next
Back

The Future Email Marketing Tech Stack: How to Build a Smarter System

by
Jenn Emery
tags Retail Email & SMS Loyalty Programs Multichannel

As digital marketing evolves and consumer expectations rise, brands are being challenged to deliver faster, smarter, and more personalized experiences. That means rethinking your email marketing tech stack—not just as a group of tools, but as a connected ecosystem that powers your entire marketing strategy.

Whether you’re focusing on lead generation, customer engagement, or improving open rates, modernizing your stack is critical to success.

What Is a Marketing Tech Stack?

A marketing technology stack is the set of platforms and systems that support your marketing efforts—from data collection and lead nurturing to campaign automation and cross-channel execution.

The best stacks are:

  • Agile and responsive to change
  • Connected across tools and teams
  • Customer-centric by design

Step 1: Start With Smart Data Sources

An effective email marketing campaign begins with customer insight. To fuel your stack, you’ll need real-time data from multiple marketing channels:

  • Website browsing behavior
  • Email engagement
  • Mobile app usage
  • In-store transactions
  • Social media interactions

At the center of it all? Your Customer Data Platform (CDP)—a vital marketing tool for unifying this data.

Download Your Multichannel Marketing eBook Now

Step 2: Build a Clean Data Brain (Your CDP)

A CDP gathers and cleans data from across channels to create a single, actionable customer profile. It helps brands:

  • Run real-time segmentation
  • Track behavior-based triggers
  • Drive marketing automation across platforms

Popular CDPs: Segment, mParticle, BlueConic

Baesman Tip: Clean pipelines and strong governance are essential. A CDP is only as effective as the data it receives.

Step 3: Add Context With CRM

Your Customer Relationship Management (CRM) system adds depth by layering in:

  • Purchase history
  • Loyalty tiers
  • Service interactions

This context fuels smarter personalization across digital marketing efforts.

Baesman Tip: Keep your CRM and CDP in sync to avoid data silos.

CRM & Analytics Checkup Assessment

Step 4: Power Campaigns With a Smart ESP

Your Email Service Provider (ESP) should go beyond batch-and-blast. It’s the engine behind personalized, automated email marketing campaigns.

Look for tools with:

Popular ESPs: Klaviyo, Salesforce Marketing Cloud, Iterable, Listrak

Baesman Tip: Don’t just evaluate ESPs by feature lists. Choose based on your brand’s data maturity, marketing goals, and integration needs.

Step 5: Optimize With AI & Predictive Tools

AI brings unmatched precision to marketing automation. It helps:

  • Predict customer behavior
  • Recommend products
  • Optimize send times and subject lines

These tools increase efficiency and boost open rates without sacrificing creativity.

Top tools to watch: Moveable Ink

Baesman Tip: Use AI to enhance strategy, not replace it. Creativity, brand voice, and empathy are still key to high-performing email content.

Step 6: Deliver Across Customer Experience Channels

With the right tech stack, your campaigns can span every marketing channel and drive stronger customer engagement:

Step 7: Tie It All Together With Integration

A powerful stack isn’t defined by how many tools you have—but how well they work together. Seamless integrations ensure your marketing efforts flow smoothly and data stays consistent.

Use:

  • API-first platforms
  • Middleware tools like Zapier,
  • Clear internal processes and data governance

Ready for What’s Next?

Disconnected tools are holding teams back. If you want to create seamless, personalized experiences and scale your email marketing strategy, it’s time to modernize.

Here’s what to prioritize:

  • Tools that grow with your brand
  • Integration and clean data
  • Real-time, behavior-driven engagement
  • AI and lead nurturing automation
  • A customer-first approach to every campaign

Whether you're rethinking your ESP, adding AI, or upgrading your CRM—your marketing automation strategy needs a strong foundation.

How Baesman Can Help

At Baesman, we are a tech-agnostic integrator, helping brands connect the dots between platforms, channels, and data sources. Our goal is to ensure your systems work together seamlessly so customer data flows both ways, results are measurable, and you can close the loop to inform and evolve your strategy. Whether you’re working with a new ESP, CDP, or predictive tool, we help you get the most out of your stack without being tied to a single platform.

Download the Customer Loyalty Lifecycle eBook

 
by
Jenn Emery
tags
View all articles