Our lead generation programs get a lot of attention from local marketers.
While we love how our tools help generate new business, make sure you give our Customer Retention tools even more love. According to several studies, it costs 6-times more to sell to a prospect than an existing customer, and a customer is likely to spend 33% more.
Whether you use our tools or not, here’s a few tricks to keep top of mind with your customers without breaking a sweat:
First, keep your contacts section segmented and up to date. By putting in some up-front time prepping and organizing your list, you’ll save a lot of time later. Think about when your customers should be marketed to – if its based on a date, like a warranty, you better make sure to be capturing warranty date information for each customer – in your own CRM, or on SproutLoud or another tool. Time sensitive, relevant communications will help you drive your response higher.
Second, use tools that are available to you to automate the delivery of important communications. Given how busy our daily lives are, its impossible to keep tabs on every customer without the help of marketing automation. There are tools that help you do this flawlessly and with ease.
If you are a SproutLoud user, using direct mail or e-mail, look for materials you can add to a campaign and customize them with your information. Then set the rules on how you want that communication to be sent. For example, if you know you want to target your customers 60 and 30 days before a warranty expires, make sure you:
1. Capture a warranty date in your list
2. Find a warranty letter, card or e-mail from your catalog of designs to customize
3. Set-up the campaign rules to deliver that communication automatically 60 and 30 days before the warranty is set to expire
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Very informative. We can easily spend too much time going after new prospects and not focus enough on retention. Thanks for reminding us that current customers deserve the same amount of effort.