Wunderkind has long set itself apart in the competitive landscape of marketing technology by enabling brands to connect with their audience on a deeper level. A core focus of their service lies in identifying anonymous website traffic and delivering personalized messaging that ESPs struggle to achieve. Brian Maskell, who boasts nearly a decade-long relationship with Wunderkind across four different companies, shares invaluable insights into why Wunderkind continues to outperform ESPs and how its Studio Team provides crucial support for streamlined, high-quality brand experiences
Identifying Anonymous Traffic for Hyper-Personalization
One of Wunderkind’s standout capabilities is its ability to identify anonymous website traffic and convert that insight into highly personalized communications. This capability addresses a key challenge in digital marketing—understanding and engaging users who visit your site but don’t immediately convert. By leveraging Wunderkind’s technology, brands can gain a fuller picture of their audience, transforming previously anonymous interactions into actionable insights that drive behavior-based email campaigns. Such campaigns are far more likely to resonate with users, leading to improved engagement and higher conversion rates.
“Wunderkind allows you to send more behavioral emails. If we look at different types of email campaigns, you have ad hoc campaigns and the more personalized, relevant ones based on activity. Wunderkind helps you scale the latter to a much higher degree by identifying devices and more anonymous traffic, connecting those dots that your ESP can’t.”
Outperforming ESPs
Maskell’s experience with ESPs provides a clear point of comparison. While most ESPs claim to deliver comparable functionality, the reality often falls short. “Everybody has abandonment flows; they have the basics, right? Wunderkind really provided the value of pouring gas on those things.” Wunderkind doesn’t just match the baseline but amplifies results beyond what typical ESPs offer.
He recounts an instance during his tenure at TaylorMade Golf where the team decided to switch from Wunderkind to a new ESP that promised similar results. “The ESPs were in our ear saying, ‘Hey, we can do the same things.’ We turned Wunderkind off and quickly found out that what they promised was not reality. We went back to Wunderkind, got everything up and running again, and saw the improvement right away.”
Wunderkind’s effectiveness isn’t just about matching industry norms but exceeding them to consistently drive better outcomes.
Wunderkind Studio: Enhancing Efficiency and Brand Control
For marketers, maintaining brand integrity and operational speed is critical. Wunderkind’s Studio Team and its white-glove service offer a unique advantage by serving as an extension of a brand’s in-house team. “For us, the studio is a big focus. We are a very hands-on team that likes to maintain control, working quickly and being nimble. The white-glove service is great because it extends our team.”
While the white-glove service is an asset, the ability for teams to retain control over their workflow with supplementary assistance is key. The flexibility offered by Studio empowers teams to efficiently manage and deploy multiple versions of copy assets without the cumbersome manual processes of old. This blend of technology and service facilitates the creation of best-in-class brand experiences with greater speed and precision.
“We’re excited about the ability to have copy assets and put together multiple versions efficiently instead of doing it manually.”
A Decade-Long Partnership Over 4 Companies
As marketers and sales drivers, the ultimate goal is to find tools that deliver tangible results. Drawing from extensive experience with ESPs and their promises, Maskell notes that testing revealed Wunderkind’s consistent value. This reliability was so compelling that, as he transitioned between different companies, he chose to bring Wunderkind along each time.
Justifying the Investment in Wunderkind to Leadership
Wunderkind is a premium service, yet one that justifies its spend by driving visible returns. Brian Maskell highlights the importance of justifying the investment in Wunderkind by emphasizing its data-driven approach and clear demonstration of value.
“For me, it’s a bit different because I have experience across multiple companies, providing a background of proven success. One thing that stands out is the sales process with Wunderkind, which emphasizes measuring results through your own analytics platform and having a clear pilot period where success is benchmarked against your established metrics.” This transparent method allows marketers to make informed decisions by showcasing a straightforward comparison of past and present performance.
“Ultimately, it becomes a business decision to evaluate the worth of incremental sales by considering contribution margin and related metrics. It’s all about proving value.”
To Conclude:
Wunderkind continues to redefine what’s possible in personalized marketing by identifying anonymous website traffic, outpacing ESPs, and providing strategic support through its Studio Team. For brands like those Maskell has worked with, this has meant the ability to deploy impactful, behavior-driven emails and maintain a fast, nimble approach to design and content creation. By extending in-house capabilities and integrating innovative AI tools, Wunderkind empowers marketers to build unparalleled brand experiences that resonate with their audience and drive real results.