• by Ray Schultz , July 30, 2021

MessageGears has renamed its Launch Variables email customization tool as Data Variables and has added new features. 

The enhanced capability allows marketers to launch campaigns more quickly than before because data has been categorized in advance, the company says.  

Case in point: A marketing admin for the National Football League might want to send an email to fans of various teams. The MessageGears data admin could set up a query and target audiences of different clubs without IT assistance, MessageGears says.

“Users can launch a campaign to an external source, such as Twitter or Facebook, or use MessageGears’ Message product to send via email, push or SMS,” says Ricky Timbers, senior product manager at MessageGears.

In addition, the feature enables IT/data admins to put guardrails in place, clarifying which data can be used in a campaign. 

Data Variables is available at no extra cost to firms using MessageGears’ Message and Segment products.

Timbers concludes: “Adding structure and flexibility to data variable definition and assignment will save IT and Marketing time and lead to more customized campaigns.”