Do You Have a Customer Contact and Relationship Strategy?


We all know that email marketing is a great way of acquiring new customers but it’s also a pretty impressive way of retaining customers as well; more on that shortly. Anybody who is in business will know that it costs a lot more to find new customers than to retain existing ones. We put loads of effort into getting new clients on board but how many of you have strategies in place to keep them happy, engaged and wanting to do business with you?

Cue the tumbleweed…

There are some common reasons why businesses lose customers. Here are the top 5:

No customer contact or relationship strategy
Customer is dissatisfied with your product/service
Your competition steal them through promotions and marketing
Your customer gets referred to somebody else
Customer moves

Having no contact or relationship strategy is by far the most common reason that you lose business. Looking specifically at those customers that you lose, it is estimated that nearly 70% have left you because of this. Frightening isn’t it? Frightening and so unnecessary.

So how can email marketing help you?

Well, this is where understanding your customers, knowing their buying patterns and keeping in touch with them will make all the difference. Yes, we are talking segmentation!

Take a look at your existing contact base. What kind of products/services are they buying from you? How often do they purchase? Do you have customers who haven’t bought from you in the last 6 months? Do you know what things you should be identifying in your database?

I have worked with numerous companies who have great databases but they just don’t know how to interrogate that data to find out what kind of email marketing messages they should be sending them. Often they’ve had a go themselves, sent out a few emails and then it’s dropped off. No consistency and no real strategy to speak of.

Having a good handle on your customers, segmenting them appropriately, and sending the right messages at the right times, will make a massive difference to retention. Once you know more about your customers you can embark on strategies such as loyalty programmes, customer specific special offers based on their purchasing behaviour, customer surveys so that you can identify what they want from you. The only limit is your imagination when it comes to sending the right message to the right customers at the right time. If you can master this, customers will stay with you.

If you need help in understanding how to segment your contact list and what kind of messages to send them then please contact Hayley Cashmore on 0845 116 2723 or email

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