Marketing doesn’t end after the conversion. In fact, that’s where it begins.
It costs 7x more to acquire a new customer on average than it does to keep an existing one. Customer retention is too important (and expensive) to overlook.
But customer retention is more than just keeping customers. It’s about making them happy, providing a great experience and giving them a reason to spread the word about your business.
As Basecamp CEO Jason Fried wrote on Inc:
If you take care of your existing customers, they will take care of your new customers.
To take care of your existing customers, you need a good product and awesome customer service. But you also need a plan for catering to prospects who don’t reach out.
And while you can’t automate everything, you can use triggered email to identify pain points and proactively address them.
That’s where behavioral marketing comes in: collecting data about user activity and personalizing your marketing efforts based on that data.
Ready to put it to work? Here are four ways you can use behavioral email to better serve your users (and better retain them, too) – with examples pulled straight from my inbox.