Boosting customer loyalty with transition marketing
Transition marketing is an often-overlooked but extremely powerful online marketing strategy that welcomes prospects and optimizes their conversion to customers while increasing the likelihood of a lifetime relationship. By creating a transition window comprising a set period of time and a program of strategically designed transition messages, companies can optimize the return on their acquisition budget, as well as collect data that will ensure long-term results and define the value of acquisition programs and sources. Companies can take this process and made it a smooth and integral part of their total strategy and e-technology solutions.
Why worry about transitioning customers? Well, let's face it: E-marketing companies spend a significant amount of money acquiring new online leads and customers. They do it through multiple channels: search, list append, advertising, co-registration and list buys; yet once acquired, the value of these leads is not maximized.
Many leads are lost because of how they are treated. Channeled into a common database with all the company's other customers, they receive the same emails as everyone else on the company's list and are not given a sense that the company appreciates them. A more strategic program could both save money and convert leads into customers.
