September 06, 2022

Peak Acquisition Time

We’ve talked about this many times. The easiest time to acquire a customer is before Christmas. But those customers tend to have the lowest future value.

The best time to acquire a customer? Just before a peak season. Why is that?

Well, if you acquire a customer in September or October, the customer is very recent (responsive) at the very time (Nov/Dec) when customers are most likely to buy something. You get to double dip on response.

The best marketers (that’s you) already know this and take advantage of this dynamic.

And yes, when I discuss this topic I get complaint emails. I have the receipts. Doesn’t matter. It’s an uphill battle to counter best practices with actual customer data. But the battle is worth it.

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