Flowtown knows what you’re wearing

OK, they may not know what you’re wearing but there is a good chance they know your customers better than you do.

Flowtown uses emails from your customer database, (you do have an email database for your customers, right?) and can tell you interesting and valuable information about those customers.

I recently met the founders of Flowtown online. They are wicked smart guys with a product that is immediately useful to almost any business.

Below is my interview with Ethan Bloch.

Who are you and what do you do?
I’m Ethan Bloch and I’m the Co-founder and CEO of Flowtown.

Why should companies use Flowtown?
Because social media is hard and Flowtown turns social data in dollars.

How much does Flowtown know about someone from their email address?
Name, Age Group, Gender, Occupation, Location, Influence and almost every Social network they’re on.

Really? Wow. Do you know what I’m wearing right now?
I think you’d prefer I didn’t say ;)

So this would allow companies to do more targeted campaigns. For instance, if only 10,000 of their 100,000 members are twitter users, they could do a focused campaign, right?
Totally, way more focused. For example if you’re not on Twitter it would be annoying to get an email saying ‘Hi Clay, we’re building out our presence on Twitter…” you’d be like “I’m not on there, why are you sending me this?” On the flip side we’ve found that if you know someone is on a network and you mention that in your email, the performance of that campaign skyrockets.

Is Flowtown a replacement for traditional email systems like Flowtown, AWeber or MailChimp?
In the case of mainstream email service providers, I don’t think Flowtown is a replacement but rather an enhancement. For example we’ve built an integration with MailChimp where any MailChimp user can come to Flowtown and in 3 clicks dump a ton of demographic and social graphic information back into their MailChimp list and then use MailChimp’s segmentation feature to get more relevant with their subscribers.

You guys are adding interesting new features to Flowtown pretty quickly. Tell us about some of them.
We just launched an influence calculation (powered by Klout), where now when you import a contact list we’ll show you your top 50 influencers, which you can use to do 1-on-1 outreach i.e. we’re showing you the 20% that will drive 80% of the results, in respect to getting noticed and building buzz.

In fact everything we do at Flowtown is ran through this ‘Pareto Lens’ – early on, internally, Dan and I would speak of Flowtown as the 80/20 marketing filter for business.

Tell me about your partner, Dan Martell. How did you guys meet?
He’s a Rockstar – we wouldn’t be anywhere close to where we are today without Dan.

We actually met on Twitter back in September 2008. Did an IRL meetup, discovered we’re both passionate about marketing and moving the needle for business and the rest is history…

Tell us what your typical day at Flowtown is like.
I wake up around 6:30 and immediately touch base with David (VP of Engineering), he’s on EST so by the time I get up I’m already playing catchup.

(I jumpstart my day by using a strategy from Leo at Zen Habits: http://zenhabits.net/2007/02/jumpstart-your-day-night-before-evening/)

I’ll do a brief skim of all the new email that’s came in make sure there’s no bombs going off and then then I’ll work on 1-2 of the most important tasks I have scheduled for the day, for the next 3 hours, usually product, sales or biz dev focused, this could include new product mocks, coding, emails, phone calls, brainstorming and white boarding.

After those 3-hours are up I start going into a more ad-hoc mode, where I’m answering email/tweets, talking to customers, closing new customers, working with David on new features, bouncing around the bay for meetings, testing new features, breaking things and syncing up with Dan.

Later in the day/evening is when I go to the 30,000+ foot view of life, this includes research, reading (going through my Instapaper) and planning.

What did you do before you started Flowtown?
Right before I started Flowtown I was producing/hosting a video show called WSYK? (What Should You Know?) which was syndicated by Revision3. And I was a marketer full time at Cake Financial, a start-up that was recently sold to E-Trade.

Where do you hope Flowtown will be in 3 years?
Flowtown will be responsible for raising the bar on customer experience/service, by helping all businesses care for their customers like Zappos cares for theirs.

What’s the plan then?
Not sure if I’ll be ready, but I want to help fill the massive void in education. I hated school growing up and think there’s a lot we can do to improve the experience for children everywhere.

You’re from Baltimore. Please tell me you’ve seen the Wire or we’re ending this interview right now.

“You come at the king you best not miss.”

I love The Wire. My favorite character is Omar and if you don’t know why just watch this.

Thanks, Ethan.

If you want to try Flowtown yourself, enter your email address here.

Comments

  1. @ebloch says:

    Clay,

    Wow, this interview turned out amazing! Not that I expected anything less ;P

    Thank you again for the opportunity, really enjoyed and love how we got to tie in The Wire.

    Talk soon!

    Ethan

    P.S. We're fans of your at Flowtown, so keep it up!

  2. Dan Martell says:

    Clay – Thank a lot for the opportunity.

  3. Tim Sanchez says:

    Nice interview, looks like an interesting and innovative tool. I wonder if this has any application in B2B companies where customers' corporate email addresses are not typically used for logins to social media sites (yet?).

    For example, I have a list in Mail Chimp of about 200 power users of our enterprise software application, but these are all corporate email addresses. It would be awesome if I could target a campaign toward those that also had twitter accounts, but I don't think any of them would use their corporate account for their twitter login.

    Probably a question for Ethan and Dan…

  4. Jon Dale says:

    Clay,

    Great interview! I love the format.

    Thanks for the heads up on what sounds like a great service. I’ll definately be looking for opportunities to recommend Flowtown to my clients.

    Jon

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