Ternair

Ternair is a Dutch software company whose platform combines a customer data platform (CDP) with marketing automation and its own sending channels. It sends email campaigns and automated flows, SMS and WhatsApp messages, web push, and even print and telemarketing selections, all driven by customer data pulled together from the systems an organization already runs. The company describes itself as a Dutch software organization of specialists who speak your language and understand your sector's challenges, and adds that it is also deployed and supported internationally. The customers named on its site are largely Dutch organizations: publishers, broadcasters, charities, retailers, travel companies and event venues.

How the platform works

Ternair's home page sets out three steps. First you connect your data sources, linking CRM, website, email, transaction data and other sources in one central environment. Then you build customer profiles and segments, making the data usable for selection, analysis and personalization on current customer information. Finally you activate, measure and optimize campaigns through email, website personalization, web push, SMS, WhatsApp, print or telemarketing, improving as the results come in.

The data side is where Ternair makes its strongest claim. The company says "Ternair volgt jouw datamodel" (Ternair follows your data model), so sources are opened up in Ternair quickly and can be edited and adjusted by the customer. The FAQ lists what it connects to: CRM systems, websites, webshops, ERP systems, point-of-sale systems, customer databases, service environments, data marts and other online and offline sources. Connections run through APIs, web services, webhooks, FTP or custom integrations, with the method chosen by the systems involved, how current the data must be and what it will be used for. Inside the platform, data can be selected and combined by drag and drop without technical knowledge.

Email and the other channels

The email product has an intuitive drag-and-drop editor for creating, editing and testing personalized mailings, and the company says mailings can be planned and sent in high volumes with high performance. Content personalization runs on dynamic templates that fill themselves with the right content: text, images and offers change according to each customer's data, so one campaign becomes unique for every recipient. Fixed templates matching your house style are available too, and A/B tests can be run to improve a template.

Beyond email, the omnichannel section brings email, WhatsApp, social media and SMS together in one environment. SMS and WhatsApp carry personal messages and reminders straight to the customer's phone, and audiences can be synced to advertising platforms so ads match the rest of the communication. Web push, print and telemarketing appear in the channel menu as well, and website personalization lets you show tailored content on your own site.

Segmentation and automation

Segments are built on behavior, preferences and interactions, and the marketing automation page lists the working parts: campaigns triggered by a click, download or purchase; new interactions automatically added to customer profiles; customers moved into segments dynamically as their data changes; and lead scores that show who is ready for sales follow-up.

Campaigns start automatically on customer behavior such as a download, a purchase or a website visit, and recurring or scheduled campaigns, newsletters and follow-up mails can be planned ahead. The FAQ names popular functions as automatic email flows, lead scoring, dynamic segmentation, omnichannel campaigns, personalized content and real-time reporting, and says all of them are integrated so data, channels and communication line up. Ready-made campaign types listed on the site include abandoned cart, welcome, loyalty, win-back, cross-sell, upsell and lead generation campaigns, and the FAQ adds follow-up mails after a purchase and reactivation campaigns for inactive contacts.

Modules and extensions

Around the core, Ternair sells modules. Website recognition identifies who visits your site using first-party data and turns behavior into follow-up. Lead generation registers leads, follows them up automatically, qualifies the strongest prospects for sales and nurtures the rest with personal content. The 360-degree customer view builds a complete profile for personalization. The Report Center offers standard reports and room for your own dashboards and analyses; results per campaign, segment and channel are collected automatically, with KPIs such as open rates, clicks and conversions in one overview, and the platform supports advanced models such as RFM segmentation and AI-driven predictions.

Extensions in the menu include a Service Pack, a Preference Center, an AI Churn Killer Flow, an E-mail Sentiment Monitor and a Customer Journey Action Plan.

Customers and results

Success stories on the site include RAI Amsterdam, CruiseOnline.com, Liliane Fonds, Volvo, Artsen zonder Grenzen, Carrière and Bouwmaat. The testimonials give a sense of scale and use. KLM's Customer Media Manager says the airline sends the iFly KLM Magazine to 10 million customers worldwide, on a tightly regulated schedule to manage server load and fit local email planning, and that Ternair lets it manage that complexity. A marketer at Cosmetique Totale says results improved by more than 100% thanks to the tool and the guidance. BSL Media & Learning says automated flows matched to interests let it lower email frequency while raising effectiveness, and an online marketer at Aidsfonds singles out composing emails, setting up A/B tests and making selections as easy. Other quoted customers include VluchtelingenWerk, De Zonnebloem, Sijthoff Media, Koninklijke Boom uitgevers, BNNVARA, Vakmedianet, Vesting Finance and MindCampus.

Privacy, pricing and support

The FAQ says Ternair complies with all GDPR guidelines and is ISO certified, with customer data stored securely in a controlled environment so first-party data can be used responsibly. The home page repeats it as "Centrale data, GDPR proof, ISO gecertificeerd" (central data, GDPR proof, ISO certified).

Ternair publishes no prices. Its FAQ says the cost depends on the number of customers, data sources, channels and users, and the route in is a no-obligation introduction.

Implementation usually takes a few weeks to a few months, depending on the size of the organization and the complexity of the data connections. Ternair guides the whole process, from data connection and setup to training and optimization. The services menu lists onboarding and implementation, user training, inspiration masterclasses, support, a personal consultant and a marketing automation specialist. The company stresses that support comes from the people who built the software, MindCampus says it never dealt with salespeople, only specialists, and Vakmedianet describes a fixed set of Ternair contacts who are often in its office.

Who it suits

Ternair fits a mid-sized or large organization, often Dutch, with customer data spread across several systems that wants one place to combine it and send personalized email and SMS from it: a publisher with subscriptions, a charity with donors, a retailer with a webshop and tills, an event venue or a travel company. The FAQ names marketing teams, CRM teams and data marketers who want practical support, and organizations with complex data structures or older systems.

It is more than a small business needs. A shop that only wants to send a monthly newsletter will be paying for data connectivity and consulting it may not use, and the implementation runs to weeks or months rather than a same-day signup.