Responsys offers a relational database structure, very useful to store all the information you need.
There are basically 3 categories of tables:
- the main Contacts List, where you tipically store static information about your users (email, name, country...)
- Profile Extension Tables (PETs), where you store additional information related to the aforementioned users, in a 1:1 relation. Tipically, you use them to store more dynamic information, like marketing preferences
- Supplemental Tables, where you can store information both in a 1:N relation with the Contact List, or even without any relation. The classic example is a catalog table, where you store all the data about your products
In Responsys, you can use the classic Filters or even SQL views, to extract data from these tables, for example to create a specific audience.
You can set up and schedule jobs to import/export data from/to the external FTP server provided to you when you activate a Responsys account.
The campaign editor offers a great functionality called "dynamic content regions", that means you can create only one campaign, but personalize the content based on some list field (for example, 1 campaign with 10 languages, instead of having to create 10 different campaigns).
The automation (which are called Programs) editor is a very easy-to-use drag and drop canvas, with a large variety of switches, timers and conditions to be matched in order to proceed along one path or another. Review collected by and hosted on G2.com.