The ability to have multiple custom campaigns within one account. It's easy enough that anyone with basic experience can easily figure out how it works! I would say there isn't too much of anything - this tool was built from the ground up specifically to help build customer relationships. Their support team has been great at helping me set everything up as well as answering other questions we've had along the way. We are able to create personalized content (emails/texts) specific to each person in our database. Also, they provide us with insight into what resonates best with certain people or groups. This allows us to reach more customers which helps drive revenue.