Move over acquisition – existing customers are where it’s at.

Focusing on existing customers is one of the most cost-effective ways to grow your business. Rather than constantly chasing new leads focus on customer retention by segmenting audiences, gathering feedback, and personalising communication. Encourage repeat purchases with automated flows and relevant offers – that’s not a cue to blanket sell to everyone.   

Look to improve your customer experience through personalised support and tailored messaging and regularly track metrics like LTV, AOV, and churn to refine your approach.  

And, with AI reshaping how your customers search it’s never been more important to invest in these relationships. 

Here’s the top 5 things to consider

➡️ Understand your customers. 

Segment your customers based on their behaviour, frequency or value and do a review of customer data and how you are using it. 

Ask them for feedback so you can tailor comms to their needs. 

➡️ Increasing purchase frequency. 

Strike while the iron’s hot! Have you got a welcome flow set up to drive repeat purchase when customers are at their warmest? One of our ecommerce clients saw 73% of customers buying only once – presenting a significant revenue opportunity. 

Review your CRM approach – are you sending personalised comms and offers, how much of your activity is automated? Could a subscription model drive repeat revenue?  

And, this is not a cue to spam your whole base!  

➡️ Increasing AOV. 

Get your upsell and cross sell approach firing. Show related products in checkout, bundle products together, and provide recommendations whether you are purely online or have bricks and mortar to sell. 

Put together a targeted offer approach, discount for bulk buys and make delivery and returns easy. 

➡️ Focus on the experience. 

Make contacting you easy and provide fast, empathetic support that builds trust and warmth to your brand.  

Know your customers and use this to surprise and delight with offers and thank yous.  

➡️ Track, report and optimise. 

Measure LTV, AOV, retention rates and churn and regularly review so you can spot the insights and act. 

Test and learn offers, messaging, and potential loyalty offerings: 

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Customer loyalty is no longer a given. Most consumers are fickle so it’s about being relevant and timely – being there when they are considering a purchase, so you are the brand of choice.  

You may also want to read this blog – ‘Why we love email and you should too’ which explains how you can use email to generate quick, cost-effective revenue from your customer base.  

If you need some help with your existing customer approach just get in touch with us.