Good business is when clients keep coming back for more. We know this because the customer acquisition cost for a new client is higher than repeat business from existing ones. So, how exactly can this be increased? The answer is continuing to provide value to your database post-sale, beyond the actual product or service you actually sold them. Things that maintain and build rapport outside your product or service are:
- Re-order reminders for consumable products
- Newsletters addressing challenges your clients have in your domain of expertise
- Introducing systems and processes to encourage constant communication after sale closure
Like all things, the quality of execution of these initiatives are key to delivering successful outcomes. A challenge that most businesses have is time – how can you implement these things when you have so little of it? Automated notifications using Mailchimp’s sales intelligence software enables complex sequences to be deeply embedded into your ecommerce website, so emails are sent at the right time with the right context. Outsourcing your weaknesses and focusing on your business’ strengths keeps costs down, drives efficiency and increases performance. Having the production of content for newsletters, blogs and brochures done externally are great retention tools to outsource.
Options to Increase Customer Retention
As mentioned above, content marketing is where valuable information that builds rapport with your existing clients is produced and distributed to them. Fortunately, in the context of customer retention, content marketing is double edged: not only is content staying in touch with your existing customers, but also drives prospective clients to your website through increasing your Google rankings if published in a blog on the website.
Email marketing and newsletters are not what they used to be. Historically, emails would be sent to everyone with content trying to drive a sale. Much has changed, and the powerful features of Mailchimp and its integrations into third-party platforms, such as sales systems, e-commerce websites and alike, enable emails to be sent with context, i.e. data is stored about each of your customers, which is then used to augment the content of the email and when it is sent.