Five Ways to Use Marketing Automation for Your Retention Strategy

Using Marketing Automation will vastly improve the effectiveness of your retention strategy.

New customer acquisition costs on average 4 to 10 times more than the retention of existing customers. With that in mind, the retention process needs to be as optimised as possible.

Customer retention is about keeping existing customers interested in what your brand has to offer, creating customer loyalty and keeping them out the hands of your competitors. Manually, this is can be an extremely complicated and difficult task to carry out effectively for even small businesses. Marketing automation however, makes the process far simpler. The following are 5 ways we believe you can use marketing automation for your retention strategy.

1.       Boost customer lifetime value through up-selling and cross-selling

By tracking user interaction across the site, we can see what exactly what users have been looking at, allowing us to target them with related products and information in our communications, extending their lifetime value past that of the one original purchase.

2.       Identify which clients are your top clients

Traditionally, you would have to wait for finance to get back to you with information on customer spending habits. With marketing automation, you can identify these people in real time, giving you the ability to nurture and reward them in such a way that they keep coming back. This will increase brand advocacy and loyalty, which also helps to attract new customers as a bonus.

3.       Know who and when to call

Tracking user interactions across your web content gives you the ability to react to them in real time. When certain actions take place, alerts can be set up to be sent to the sales team, giving them the opportunity to follow up the lead and help them make the final steps towards a conversion.

4.       Keeps your CRM system up to date

Thanks to marketing automation, you no longer need to waste time managing incompatible systems. Synchronising your contacts, leads and actions with your CRM system, gives you a far more accurate series of integrated reports and data.

5.       Puts your customer first

Marketing automation ensures that the information your customers receive is relevant and up to date, helping them make their purchasing decision. The personalised information they receive also makes customers feel valuable and respected. We all know how annoying it is to receive email after email promoting products that you have absolutely no interest in, yet this is exactly how many companies frequently lose customers.

Keep them coming back

Existing customers will always be the easiest group to encourage sales from, which, un-coincidentally also makes them the cheapest. Taking advantage of this fact is far more cost-effective than spending money solely on gaining new customers. If you ignore existing customers, you will only be replacing the gap left by those who switch to a brand providing a better service.

If you’re interested in seeing first hand how your business will benefit from marketing automation, contact us for a free a free marketing automation demo.

Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.