Online Marketing - Retain highly active customers

Added: 27.05.09

Reports suggest that by recording which of your customers engage more with your emails and make more purchases on your site you can generate more business from these customers by interacting with them more than those who dip in and out of your content.
 

These types of customers are much more likely to not only return time and time again to use your service but are also the most likely from all customers to pass your company details on to their friends, family and colleagues.

These types of customers can also be further influenced to align themselves with your brand if you provide them with information about which of your products is best suited to their previous booking habits and general but relevant information about your industry.

This can be tested by adding a link or two to an email that you know could only appeal to your real enthusiasts. You can then track to pull out associated email addresses.

You can also generate this list by analysing which customers provide repeat business regularly.

You can test this information by also checking who clicks, ‘send to a friend’, ‘share this’ etc. These are all ways of discovering who are most active customers are so that we can engage them more fully. Use AIM reporting to access all of this information.

It is very important to apply ‘RFM’ analysis to all this information – recency, frequency and monetary value – all to gain a full picture of where and how your most active customers are engaging with you while being careful to define what an ‘engaged user’ is to your company.

An engaged user may click on 1 in 2 of your emails, based on how often you send your emails. However, it is also important to modify our expectations of an engaged user the longer they have been subscribed; the longer they've been with us, the less often they need to click (or take some other action) to qualify.

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