Ideas for Remarkable Online Marketing by @KunalKripalani

• The most effective email marketing delivers relevant and well-timed messages to a properly segmented customer database.
• After performing a cohort analysis, we understand the best time to send a follow-up email to a first-time purchaser, to maximize the odds that they become a repeat purchaser and then a lifelong customer.
• The resulting customer lifecycle email messaging plan might look something like this:

1. Abandoned shopping carts
2. Post purchase product reviews requests
3. Birthday reminders
4. Wishlist reminders
5. post browsing recommendation emails.

Segmentation data that allows us to deliver relevant and well-timed communications comes from querying our databases.  Unless you have an understanding of SQL, you will require the assistance of your IT department.  If you don't have one already, the first thing to do is write a functional specification for an email marketing dashboard.  This will allow marketing to get on with their job with minimal delay.

Looking beyond our own customer data we can now create individual customer profiles based on data publicly available on social networks.  Here's a couple of situations to illustrate how this can be useful:

1. We know that a customer visited us and purchased a laptop X with high-end functionality.  Looking at the purchaser's social profile, we see that they are a web-designer by trade.  We can now safely guess the purpose of the new laptop and email the buyer with a timely and relevant offer for a 24" widescreen LCD dispay and pitch how wonderful it is for web design.
2. If a visitor registers on your website, but does not order anything, you can use their social profile to get a better idea of what they will be interested in, rather than send them a generic reactivation email.

Read on to learn how to build a subscriber's social network profile using Flowtown. The great thing is you can import the data into your CRM system.