CRM-Driven Ecommerce Marketing Campaigns

Brands are lighting money on fire - and calling it email marketing. Here’s how the top 1% of brands use identity resolution to 3x repeat sales: 🧵 The problem isn't your subject lines or send times. It's that you don't know who you're talking to. With iOS updates and cookie deprecation, traditional tracking is broken. Yet most DTC brands still send generic emails to everyone. Smart brands use identity-aware flows that adapt in real time. They know Sarah bought 3 times vs. Mike who's browsing for the first time. Dynamic personalization examples: • Returning customer sees UGC from previous purchase • New visitor gets shipping reassurance + incentive • High-value buyer gets personalized offers • VIP customers skip generic flows entirely Many brands don't know if their cart abandoner is a first-timer or repeat buyer. This means they're leaving money on the table every day. Smart brands resolve unknown visitors into complete customer profiles. They connect session behavior to purchase history instantly. Here are zero-party data strategies that actually work: • Interactive quizzes that sync to email profiles • Post-purchase surveys that reveal acquisition source • Smart popups that personalize based on user resolution • Progressive profiling that builds customer understanding over time For retention, stop treating customers like strangers. Route power users to bundle promos instead of 10% discounts. Show loyal customers exclusive products, not generic sales. At Opensend, we turn unknown visitors into CRM-ready identities. They enrich profiles automatically and sync behavior across platforms. If your email strategy relies on guesswork, performance will be limited. When you build owned channels on identity intelligence, everything changes. Higher open rates, better conversion, stronger retention. All because you finally know who you're talking to. The brands winning in 2025 treat personalization as infrastructure, not tactics.unk

Some say email tree, but I prefer customer experience blueprints. 😊 No matter what you call them, data-driven email nurturing workflows that are based on lifecycle stage, buyer intent signals, and content engagement are a sales enablement engine—and more so, they act as a strategic lever for aligning marketing and sales to accelerate revenue outcomes. So why don't more teams prioritize them? While workflows are less visible and not as flashy, viewing workflows as living GTM assets offers a framework for operationalizing personalization at scale—something most marketers want but few actually execute well. Here are some hard truths about nurture workflows: - Most marketers know they should personalize—but execution is the tricky part. Start by auditing your user journey and mapping your segmentations, trigger logic, and dynamic content. I like the whiteboard feature in Canva or a tool like Miro for this.  - Integration is everything. Marketing can build the journey, but Sales still drives the close. Full CRM sync powers pipeline velocity, accountability, and better conversion. Sales can’t act on signals they can’t see. - Quarterly performance reviews and workflow audits are non-negotiable. Treat nurture like any other campaign: optimize regularly based on buyer behavior shifts, sales feedback, and funnel performance. What worked last quarter won’t always work next. - And let's face it, personalization at scale is HARD to do. Even the best intentions won't go far without clean data, sharp segmentation, integrated systems, and—the most overlooked—time. Are you feeling guilty because you haven't optimized your workflows yet in 2025? At least you have them. Over 65% of B2B marketers don't even have established lead-nurturing programs, which supports why 80% of marketing leads don't actually convert to sales. (gulp) But fret not, B2B marketers that implement marketing automation have reported increased sales pipelines by as much as 10%! (phew) Whether you're just getting started or ready to review, use this as your call to action to optimize opportunities you may be overlooking. Even the best-run teams can benefit from quarterly workflow audits, behavioral trigger improvements, or segmentation refreshes. If you want more, these topics were featured in Brianna Miller's article for MarTech, "How data-driven email nurturing transforms the B2B sales funnel". I really like this article because it bridges theory to execution and reminds us that nurturing your customers isn't a one-and-done, it's a mindset. Check it out here: https://lnkd.in/gGqn2j8v #B2BMarketing #LIPostingDayApril #EmailMarketing

What’s Better to Focus on in Q4: Retention or Acquisition? Retention in Q4: 1. Q4 is Noisy and Expensive for Acquisition: - With high competition, the acquisition is costly. Focus on getting new users into your CRM in September and October for more cost-effective acquisition, then market to them using internal channels like email and SMS in November and December when paid ad costs peak. 2. Build Desire Before Key Buying Periods: - Many consumers plan purchases for Cyber Weekend and big-ticket items before payday. Use the lead-up to communicate key offers, understand their wish lists, and personalise offers so you’re at the top of your mind for Black Friday. 3. Loyalty & Repeat Purchases: - Existing customers are more likely to convert during the holiday season. Offer personalised promotions or early access to sales to encourage repeat purchases and increase AOV. 4. Cost-Effectiveness: - Retaining customers through email, SMS, and loyalty programmes is cheaper than acquiring new ones, maximising returns during Q4. --- Acquisition in Q4: 1. Capitalise on Increased Spending: - Consumers are in a buying mindset during the holidays. Targeted holiday campaigns can draw in new customers. 2. Start Early: - Focus on acquisition in September and October, when ad costs are lower, and use internal channels to re-target them during the peak buying period. Don’t think sales promotion, think about how you maximise data collection - get incentives to encourage them to sign up to your CRM - use high conversion tactics like competitions. 3. Target Casual Shoppers: - Q4 brings more casual shoppers, like gifters. Cater to them with personalised services, like gift reminders, to retain them for future purchases. Recommended Strategy: Prioritise retention , but grow your CRM aggressively before November with competitions or exclusive deals. Once the peak period hits, focus on understanding customer intent and personalising offers. For acquisition, be consistent with messaging , don’t change discount daily, new customers get disgruntled if they see a better deals and stops pre-planning and consider strategies like basket builders or spread payment tools to drive AOV. #q4 #acquisition #retention #crm #blackfriday

3 CRM tactics I’ve seen work for ecommerce brands (without a discount in sight) 😱 1) Back-in-stock emails with early access Not just ‘it’s here’ but ‘it’s yours first’. 2) Post-purchase content Helping customers get more from what they’ve already bought. Think style guides, care tips, inspiration. 3) Replenishment nudges (done well) Right product. Right time. No hard sell. Just useful. Everyone loves a good deal, but constantly leaning on discounts erodes both margin and customer expectations. Loyalty isn’t built on codes. It’s built on timing, value and treating customers like people. #CRMStrategy #RetentionMarketing #EcommerceMarketing #EmailMarketingTips