CUSTOMER RETENTION OR WHY YOUR
DOG MONEY WOULD MAKE MORE THAN YOUVERO

DOGS COST MONEY GROOMING FOOD
HEALTH

THEY
CERTAINLY
DON’T
MAKE
MONEY

YET...you’d never, ever LEAVE them,
would you? BUT YOU’D NEVER LEAVE THEM

IMAGINEIF YOUR ONLINE BUSINESS WAS
AS LOVED AS YOUR DOG

RETENTION ...AND YOUR CUSTOMERS DIDN’T
LEAVE. THIS IS CALLED

$0 $5,750,000 $11,500,000 $17,250,000 $23,000,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 20% churn - your business 5% churn - your dog Customer retention affects revenue DRAMATICALLY $22M / year VS. $16M / year

EQUALSLOYALTY
CUSTOMER RETENTION

SO HOW DO YOU IMPROVE
RETENTION?

But how do you build
loyalty? Two things influence loyalty. 1. Behaviour 2. Attitude 1 KNOW WHAT LOYALTY LOOKS LIKE AKA: TRACK EVERYTHING

KNOW YOUR CUSTOMERS’ THOUGHTS BEFORE
THEY DO TRACK USER FLOWS TRACK CLICKS ASK QUESTIONS

IF A CUSTOMER MOVES FROM
LOYAL TO NOT LOYAL PULL THEM BACK

ENGAGED EMAIL IS A GREAT
TOOL TO KEEP YOUR CUSTOMERS

Remind your customers you exist.
Useful reports like this from UserVoice...

...or this daily update from
Quibb are extremely effective.

Send them regularly or when
customers change their behavior.

Build emails around your core
building block, e.g. profiles.

Gaming the system Customers with
multiple free trials, using coupon codes, etc. Exporting data Why are customers all of a sudden taking data elsewhere? Credit cards expiring Not renewing credit cards after they expire. SOME OBVIOUS SIGNS OF A LACK OF ENGAGEMENT:

RJMetrics http://blog.rjmetrics.com/ecommerce-churn-rate/ Lincoln Murphy http://sixteenventures.com/saas-churn-threats
David Skok http://www.forentrepreneurs.com/why-churn-is- critical-in-saas/ Totango http://blog.totango.com/2011/10/3-ways-to-do-cohort- analysis-on-saas-churn/ LEARN TO CALCULATE YOUR RETENTION RATE / CHURN:

2 EARN YOUR CUSTOMERS’ TRUST
AKA: SHARE, SHARE, SHARE!

TRUST IS DIFFICULT TO PIN
DOWN

COMMUNITY
BUILD A

Some ideas: - Phone calls.
- Surveys. - Blogging. - Slideshows, etc. SLIDESHOWS VIDEOS BLOG POSTS EBOOKS SHARE!

SHARED
EXPERIENCES
BUILD LOYALTY

Great companies, like SEOMoz, build
great communities by sharing.

Inbound.org is a great example
of how to build trust.

Email is your friend! Net-a-porter
educate via “The Edit”. Full image link. Digital magazine = fashion education

KISSmetrics share blog posts constantly:
they post every day. This is what blogging is about!

...they share different formats too.
Re-share content for IMPACT

Sharing your knowledge works. All
the cool kids are doing it, like Wistia... Fun, AND it works!

...and Help Scout. So why
aren’t you?

PERSONAL
EMAIL IS

0% 25% 50% 75% 100%
Email Facebook SMS Twitter % PEOPLE THAT USE EACH MEDIUM DAILY WE HAVE A WINNER! 90%+

EVERYONEHAS EMAIL

Plus, it’s PROactive
not PASSIVE

ENGAGED TRUST KEEP YOUR CUSTOMERS
AND BUILD

AND YOUR CUSTOMERS WILL LOVE
YOU LIKE THEY LOVE THEIR DOGS!

WANT TO REDUCE YOUR CHURN?
VERO

EMBRACE
LIFECYCLE EMAIL!
VERO

LEARN HOW GET OUR FREE
30 DAY COURSE ON HOW TO SEND LIFECYCLE EMAILS. DELIVERED VIA SEVEN EMAILS, OPT-OUT ANY TIME. CLICK IT Learn to send better emails

WANT *EVEN* MORE? SUBSCRIBE TO
OUR BLOG, FULL OF EMAIL MARKETING HACKS Subscribe to our blog

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