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Small Business Email Marketing Customer Retention

Keep Your Customers with Email
Chapter Five Sample
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Chapter Five Sample
Keep Your Customers with Email

Free 60-day Email Marketing Trial

I have been to a few tradeshows and seminars lately and have taken the opportunity to talk to a wide variety of small businesses. One question I always ask is "how do you communicate with your customers and prospects?" A number of times, the answer has been "well, we send a holiday card every year." I am always surprised at that answer.

While holiday greetings have their place, a business cannot live by one outbound communication per year. Granted, these cases might have been extreme but chances are, you have probably wondered about your own communications strategy. Are you communicating enough?

My advice to businesses is to think about how many times during the year/quarter/month a customer needs you, or your products or services, and let that be your guide to determining how often to reach out and touch your audience. Think of this number as a minimum, then build from there.

Your business could be a marketing consulting firm, a software company, a nonprofit, an educational institution, a car dealership, a florist, a restaurant, a vineyard, a rock and roll band - you name it! Success and profitability is all about creating loyal customers (e.g. clients, users, donors, buyers, diners, drinkers and fans) and driving interest, repeat business and referrals.

Since it is roughly six to twelve times less expensive to sell to an existing customer than it is to acquire a new one, the value of customer loyalty and repeat business is just too compelling to ignore.

According to Bain and Company:

A 5% increase in retention yields profit increases of 25 to 100 percent.

Repeat customers spend, on average, 67 percent more than new customers.

It's All About Communication

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