One of the biggest advantages of Symplify is its wide range of channels. In addition to email and SMS, there are a number of other channels that you can use. For example, you can send print to your customers directly through Symplify.
I think their segmentation engine is very good and it stands out from other tools on the market.
One of the most common mistakes users make in Symplify is that they create very long customer journeys. This makes it easy to have problems adapting the customer journey going forward. I also think that customers need to become better at using Symplify's functionality called Projects to more easily categorize mailings.