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eCommerce: Do You Have a Customer Retention Plan?

Did you know that according to internet marketing research, the cost of acquiring a new customer can be as much as 5 times that of keeping an old one?

Your old, established customers are worth their weight in gold to you!

“Make new friends but keep the old,
One is silver and the other is gold.”
                                 Attributed to Joseph Parry

Your existing customers are important for many reasons:

  • Their lifetime value is higher than a new customer

  • They are more likely to be candidates for cross-selling and up-selling

  • They are more likely to send referrals your way

  • And much more

So, how do you keep your existing customers?

Here are some tips that will help you retain your tried and true, existing customers:

  • Provide excellent customer service! Remember, business goes where it’s invited and stays where it’s well treated.

  • Make yourself easy to find. As much as most of us are on the internet these days, and as many other things as we have to remember, it is all too easy to forget the name of a business, much less the website address. So, make sure that you put your business name and website address on every email, packing slip, confirmation email, anything and everything that your customer gets from you.

  • Develop a Customer Loyalty program. Make it worth while to buy from you again! You might offer free shipping with X amount of purchases, or a discount off the next order, or something along that line.

  • Have regular contests! People love to enter contests, especially if there is a decent prize. It doesn’t necessarily have to be an expensive prize, just something that the average person would like to get, with perceived value.

  • Have an opt-in list to get subscribers, and then send out emails and e-newsletters on a regular basis, letting customers know about sales, specials, promotions, and contests, etc.

Don’t quit trying to get new customers, naturally, but don’t get so engrossed in acquiring shiny new customers that you neglect the old ones!


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