New Platform Spotlight: Sortment
This new-to-market MAP/ESP might be the most versatile and lifecycle marketing-friendly platform I've ever used.
I’ve had the chance to be an early adopter of a new marketing automation platform called Sortment, and I’m currently using it daily in my latest gig to scale lifecycle marketing faster than I ever have before.
What makes Sortment (homepage) so compelling—and why it might be a great fit for your lifecycle efforts—comes down to a few core capabilities:
1. Native Data Warehouse Integration (No Pipelines Required) Sortment sits directly on top of our Snowflake instance. That means I can read and create audiences in real-time based on our live, breathing data schema—the same one owned by our product and data teams. There’s no need to build custom pipelines or ETL jobs. Everything is connected directly, and it just works.
2. AI-Assisted Field Creation and Trait Logic Sortment empowers marketers (like me) to write new fields ourselves, or to use its built-in AI assistant to generate them with a good prompt. If we have a field of user attributes, and I want to create a new derived field (like a formula or inferred trait), Sortment makes it easy.
For example, our users have different expiration dates based on registration. I created a new field that surfaces the exact month and day of their expiration, plus another field that calculates how many days remain. I’m now using these traits to drive urgency and personalize messaging with dynamic context.
3. Portable MAP or ESP Sortment gives you flexibility: it can operate as your ESP—connecting directly to infrastructure like Sendgrid or Postmark—or you can pair it with a full-stack platform like Braze, Iterable, or Customer.io.
In our case, Sortment connects to Sendgrid and handles deployments directly. What I love about this model is the portability: you can build your preferred martech setup while keeping your audience logic, segmentation, and templates intact. If you ever migrate platforms, your workflows and criteria move with you.
Sortment is modern, fast, and incredibly marketer-friendly. If you’re scaling lifecycle and want flexibility, power, and speed, this is a platform to watch.