Retention: What Should I Do?

When I tell you to do something different to retain specific customers, I receive similar and common feedback:

• "What do you want me to do differently? We email customers every day. We post on Facebook. We pay Google to snare our customers. We're on Amazon. We're everywhere!"

Oh come on. You do all the easy stuff. It is not hard to stick $0.60 into Google's trillion dollar bank account. It is easy to send eleven email campaigns per week featuring 40% off and 70% off clearance.

Your ESP provides software that allows you to separate any customer with recency = 8 months. Set those customers aside, and create specialized campaigns that override normal campaigns. Teach every customer getting ready to be "active" again what you're selling in three months. Create events for those customers ... three months out of course, but create the events regardless. Do some work! Educate the customers, prime the pump, create some excitement. Be exclusive, unique, differentiate yourself from the lemmings preparing to jump off of the Cyber Monday cliff.

Again ... your ESP provides you with software to perform customized Action Streams for any customer at any status in the Customer Life Stage. Use the tools you are already paying for.