BULLETIN
™
Keep ‘Em Captive:
The Benefits of Customer Retention
In the past, many marketers’ response to attrition was to get new clients, but that doesn’t work anymore. In today’s complex, multi-channel, and shifting media environment, new client acquisition cannot be the response to customer attrition. Now more than ever, it’s critical to keep the customers you have. One of your most powerful tools in this effort is print personalization. Personalized newsletters. Personalized postcards. Personalized holiday giveaways and gifts. These are your customers. You should not treat them the same way you would treat people you’ve never done business with. You need to reinforce the existing business relationship and <<First>>, speak to them on existing reinforce your a personal basis. hips
Stay top of mind. It’s all about strengthening relationships. Print marketing helps you stay relevant. It helps you stay top of mind. It helps you position and promote your brand. How often do you need to send out personalized campaigns? At minimum, more often than your competition does! To create your own customer retention program, you need data. But don’t sweat it. Your most valuable asset is sitting right in front of you—your customer list. Using that list, you can target, personalize, and effectively engage your customers in a variety of ways. Personalize offers. Target educational content. Send postcards and reminders. Your most important weapon against client attrition is your in-house list. Need ideas? Let us look at your list and talk about ways you can be engaging your customers on a consistent basis.
Case Study: Hair Salon When one chain of hair salons wanted to reduce guest churn, for example, it set up a customer retention program that included direct mail. For the past seven years, it has used variables such as customer name, images, offer, salon location, and reward program status to personalize the copy. Franchise owners send postcards every six weeks to stay current and top of mind with their hair care customers. The results? 1. The chain has a strong retention rate 2. Its rewards program customers have a one-third higher “spend” than other customers 3. Franchisees have a much stronger upsell rate for their female customers
tions business rela er of print with the pow n! iz personal atio
<<First>>, thank you for taking our survey. When you’re done, you will be invited to download a FREE “best practices” paper of your choice. <<personalized URL here>>
your logo here
photography and illustrations ©dreamstime 2011.
T
he number one reason companies lose customers? They lose contact with them. Too often, a lack of attention allows customers to gradually drain away.
Contact <<Rep Name>> at <<Phone>> or <<email>>.
Find out more about how 1:1 marketing can become part of your marketing success strategy.
your logo here Your Company Name Your Address Your City, State, ZIP code
MAILING INFO MAILING INFO MAILING INFO MAILING INFO MAILING INFO
QR CODE FPO Need a QR code? Call Great Reach Communications at 978-332-5555
<First>, curious about how to make your customers stick? Open to learn more.