By Phil Barrett

You’re an entrepreneur who has successfully navigated the shopper journey ecosystem to generate new customers – only to see most of them never return. We all know the way to a great, positive ROI is to keep more customers than you lose, so what can you do to increase retention rates and actually create loyal customers?

1. Forget spray & pray.

If you’ve had success in driving new customers to your business, chances are you already know quite a bit about them, including where they came from – referring website, social media platform, search engine, etc. – as well as a few things about who they are and what motivated them to come to your website, app or place of business in the first place. Given that, why are you sending all your customers the same message with the same offer at the same time?

Whether you are sending emails, mobile or social notifications, text messages or even direct mail, make sure you personalize your communications beyond including their name and address. The more you personalize your interactions with your audience based on what you’ve learned from them, the more likely they are to reward you with a second click, call or visit.

You don’t need to personalize each communication to every single person – we call that 1:1 marketing, which really isn’t practical for most businesses. Instead, create customer groups, also known as segments, of customers based on common traits, including buying or intent behavior.

You can start simple and create a few broader segments like geography, age and sex, which can then be refined into smaller segments once you have learned more about your customers.

Read the full article here: https://www.entrepreneur.com/article/280128

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