Year of Acquisition

In some projects, I'll look at the year loyal customers were acquired. The results are always fun to analyze!

• 10% from 2021 - 2025.
• 40% from 2016 - 2020.
• 25% from 2011 - 2015.
• 15% from 2006 - 2010:
• 12% from 2001 - 2005:
• 8% from 2000 and earlier.

65% of loyal buyers (in this instance) were acquired 6-15 years ago.

Which means the success of the Retention Marketer came from the success of the Acquisition Marketer (who doesn't even work at your brand anymore) 6-15 years ago. If the Acquisition Marketer doesn't do her job 10 years ago, the Retention Marketer doesn't have work to do.

Am I saying that Retention Marketing is worthless?

No.

I am saying that Retention Marketing is dependent upon Acquisition Marketing. I am saying that the vast majority of readers should spend FAR MORE time focusing on acquiring customer than keeping customers.

The health of your business depends upon it.