For any digital marketing strategy or digital communications plan, having a set of objectives and clear strategy behind your plan is essential for the success of what you are looking to achieve. This post focuses on creating an actionable plan around retention, which by definition is maintaining or preserving your existing customer base loyal to your product offering. Retention should be at the heart of your digital strategy in maintaining and building communication with your existing customer base.
Know your audience
Before embarking on your retention strategy, understanding your audience is a key requirement to ensure the chosen retention tactics are in line with your existing customer base – so begin to build up a profile of the type of customer/s that interact with your brand. Retention is about engaging with your existing customer base, so you should already have a wealth of analytical insights on who your customers are, how they interact with your organisation and their purchase patterns.
Key insights to consider when analysing customer data include for a retention plan:
*Search marketing metrics – brand/non-brand search terms, referral sites, bounce rates (based product sections/items)
*Sales – Average Order Value, Repeat purchase rates, Geographical split (UK, rest of world), Most popular products sold, seasonal sales trends
*Channels of interaction with your brand – e.g. Affiliate, Social Media, Search (SEM), Email – and impact in driving existing sales revenues i.e.which channel is most profiable for the business