The ability to send out emails that are relevant rather than generic. It takes some getting use too but it's not very complicated once you know your way around everything. There isn't much I don't like about this product other then maybe having more templates available for different industries or services offered by companies within our clients' industry would be great! This tool helps us manage all of our email campaigns from one platform so we can see what works best with each recipient as well (e-commerce vs non e- commerce).