The ability to get access to all of our customer's email addresses in one place, so that we can send them offers they might be interested in! It was easy for me as an employee at my job to set up this tool with no issues or questions asked by support staff from Pathmatic (which is great!).
I would highly recommend using pathatics if you are looking for more ways than just sending emails out through your own system. We have been able to see what customers like most about us which has helped drive sales growth.