By downloading the Sendinblue white paper, you’ll find that to retain your best customers, you’ll need to find opportunities to capture their attention throughout their lifecycle, and not just with transactional emails. No, to set up a retention strategy, it is necessary to put in place actions to encourage them to develop a certain attachment to your brand, your products and your services. Thanks to this guide, you will have the tools at your disposal to make retention a lever for growth.
Why prioritize customer retention over acquisition?
According to a study by the Harvard Business Review, acquiring a new customer costs 5 to 25 times more than retaining an existing customer. From this observation, it is easy to understand how retention can play a key role in your growth and the costs associated with it. All successful businesses agree that the customer comes first. As it is customary for consumers to systematically compare different brands in the same segment, it is possible that because of product innovation, discounts and quality of service, you may lose existing customers.
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In this guide, you will discover concrete examples to improve retention. For example, you can set up a rewards or loyalty program, a referral program, or even special discounts for loyal customers. As you’ll discover in this white paper, every time you lose a customer or a customer stops buying from your brand, you’re not only depriving yourself of the revenue they were generating, “but also the possibility for your company to increase its profitability”.
Email: your ally for customer retention
To improve your retention rate, e-mail will be your best ally. Indeed, according to sendinblue, this is the best channel to create an active community with your existing customers. To meet this objective, emails are more effective than social networks. While it’s not the only channel you can leverage to drive retention, “it’s the one with the most benefits.” Email is also the least expensive channel. In its whitepaper, Sendinblue takes several examples to illustrate how retention helps brands increase their revenue.
In particular, you will discover the testimony of the teams of Nestor, a French start-up providing meal preparation and delivery. Rooted in a highly competitive sector, the brand has distinguished itself from its competitors by putting the customer experience at the heart of its strategy. Every day, the teams send the menu of the day to their customers to encourage them to order. These communications generate approximately 20% of the company’s turnover. Ludivine Gloria, CMO at Nestor, specifies that “The scenario is programmed so that every day an email is automatically sent to customers who have placed an order in the last seven days. It’s so convenient”.