You need to build a CRM strategy. It really boils down to three steps:
1. Analyze purchase behavior and channel engagement by segment for strategies that will increase channel profitability.
2. Version your marketing communications by key persona segments so that they are relevant and timely
3. Create targeted and triggered marketing campaigns for each relevant persona segment for things such as onboarding, cross-sell, upsell and repeat purchase.
Building this CRM strategy up front and monitoring it over time will help you drive customer relevancy, greater return on investment and optimize your messaging strategy.