Marketing Differently Based on Customer Acquisition or Retention

Do you treat your customer acquisition and customer retention mailings the same? If so, you should reconsider. The two groups are quite different and should be marketed differently. Let’s take a closer look.

Customer Acquisition Mailings

Customer acquisition mailings focus on reaching potential customers who have not engaged with your brand. The goal is to make a memorable first impression, spark interest, and prompt them to take action.

Example: "Welcome to the Neighborhood" Campaign

Imagine you're a real estate agency targeting new homeowners. Your acquisition mailing could include a personalized welcome package featuring information about local services, exclusive discounts, and a warm invitation to explore “the perfect” property listing. This introduces your brand to a new audience and establishes a positive association with their recent life event.

Here are some critical elements of customer acquisition mailings:

·       Incentives that make it irresistible for recipients to explore your products or services.

·       Visually appealing designs, concise messaging, and a clear call to action.

·       Use personalization to tailor your message to the unique needs and preferences of the target audience.

Customer Retention Mailings

Customer retention mailings aim to reinforce the connection between your brand and existing customers. This strategy fosters loyalty, encourages repeat business, and creates brand advocates. Your messaging and images may be different, and your call to action will be different, too.

Example: "Exclusive Loyalty Rewards" Campaign

You run a boutique coffee shop. Your retention mailing might include a personalized loyalty card thanking customers for their support. The card could unlock exclusive discounts, access to “customer only” events, or free samples of new products. These types of communications encourage continued engagement and repeat visits.

What are some of the key elements of customer retention mailings?

·       Acknowledgment and expression of gratitude for the customer's loyalty using personalized messages.

·       Rewards or incentives exclusive to existing customers to create a sense of belonging.

·       Regularly updates on new offerings, events, or promotions to keep your brand top-of-mind.

While customer acquisition mailings aim to broaden your customer base, retention mailings focus on fortifying existing relationships. These groups think differently and are motivated by different things, so don’t treat them the same! Develop a marketing plan that addresses both groups as the unique marketing segments they are.