"The problem arises when that focus overshadows one of your most valuable assets - your existing customers. Retaining customers, and even cross-selling or upselling them, costs less and delivers stronger results than attracting new ones. You've already earned their business and, ideally, kept them happy through great service and support. Those customers are far more likely to buy again, leave positive reviews and refer others."
"The problem with customer loyalty and nurturing programs is that, while they're highly effective, they're also hard. They require: A strong strategic approach. Thoughtful segmentation of your customer lists (because blasting the same message to everyone won't resonate). A consistent cadence for your messaging and nurture campaigns. These more complex strategies may demand additional resources - either technology or dedicated team hours - but the payoff can be huge. You'll see conversion rates climb along with brand equity from referrals and positive reviews."
Marketing often prioritizes acquisition due to abundant data and stakeholder pressure, which can overshadow existing customers. Retaining customers and cross-selling or upselling costs less and delivers stronger results than attracting new buyers. Satisfied customers are more likely to repurchase, leave positive reviews, and refer others. Effective loyalty and nurture programs require a strong strategy, thoughtful segmentation, and a consistent messaging cadence. These approaches may require additional resources such as technology or dedicated hours but usually have minimal budget impact compared to paid media. Automation tools like HubSpot, Mailchimp, and ActiveCampaign can schedule and run welcome, onboarding, and nurture campaigns to scale efforts.
Read at MarTech
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