• Why You Should Fire (Some of) Your Customers by Scott McKain
  Don't indiscriminately get rid of people paying you for your goods and services. But identify that 20% from the old 80/20 rule and get rid of some of those who meet the four points described here. Your goal should not ...
  More articles on Creativity, Customer Acquisition, Customer Experience, Customer Retention, Marketing Smarter
• The Top Five Ways to Attract and Keep Customers in Any Economy by Barry Densa
  The economy still stinks. But only if during the long-gone good times your business was on cruise control and you saw your customers as dollar signs and not people. Some marketers are suffering far less than others, because they cared ...
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• Marketing Is So Much More Than Promotion: Just Visit My Hairdresser by Barbara Bix
  What can marketers learn from the smallest of small businesses, a hair salon? You might be surprised: Here is a story of an integrated-marketing and client-service approach that any business would do well to emulate.
  More articles on Brand Loyalty, Customer Engagement, Customer Retention, Pricing, Promotions
• Are Your Marketing Dollars Buying Customers—or Just Renting Them? by Debra Ellis
  How many marketing dollars did you waste last year contacting customers who didn't buy from you? It's easy to look back to see where your investment was ineffective... if you know precisely where to look.
  More articles on Brand Equity, Customer Acquisition, Customer Retention, Marketing Analytics, Measurement
• Growing Subscription Revenue With Triggered Emails and Online Renewals: How Three Companies Did It by Winston Bowden
  Publishers, membership-based organizations, and anyone who manages subscriptions can benefit from triggered emails by using date-based triggers to remind customers to renew. Automating this process saves time and money. Even more important, using triggered emails can significantly boost your response ...
  More articles on Case Studies, Customer Retention, Email Marketing, Newsletters, Web Analytics
• Four Customer-Centricity Best-Practices and Three Customer-Value Metrics for Customer-Relationship Success by Laura Patterson
  Changes in the way customers receive and process information via social-networking sites, mobile phones, and the Internet, combined with shrinking margins, deteriorating customer loyalty, and increased demand for marketing accountability, suggest the need for a new approach to customer-centricity. A. G. ...
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• Six Smart Tactics for Dealing With the Economic Downturn by Michael Barr
  This is no time for business as usual. To keep the customer and win the sale, a marketer has to outsmart the competition. But how do you motivate your customers to spend their marginal purchasing dollars on your product instead ...
  More articles on Ad Copy, Advertising, Channel Marketing, Customer Engagement, Customer Retention, Marketing Tips, Recession, Targeting
• How to Use Predictive Analysis to Make Email Marketing Even More Profitable by Arthur Middleton Hughes
  Predictive analysis has a long and profitable history with direct mail. Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested. Email marketing is a different ...
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• Social Media 101: Use Twitter to Attract Prospects and Engage Customers by Debra Ellis
  Before you enter the relatively new frontier of social media, you need an action plan. Although the costs are low, social media tools require extensive maintenance to be effective. Your strategy needs to fit your corporate culture, resources, and customer ...
  More articles on Customer Acquisition, Customer Engagement, Customer Retention, Google, Marketing Tips, Social Media, Social Networking, Twitter
• Ten Essentials of Software-as-a-Service Solution Marketing by Peter A. Cohen
  Here are 10 essentials of software-as-a-service (SaaS) solution marketing.
  More articles on Brand Positioning, Collaboration, Customer Acquisition, Customer Engagement, Customer Retention, Value Propositions
• Retail Survival Tips in a New Economic and Customer Environment by Adam Boyden
  Retailers did everything possible to attract buyers over the holidays. From educational sessions to discounts and coupons, and special offers, retailers used their ingenuity and marketing smarts to make the best of a dismal season. Nonetheless, numbers were down and every ...
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• Deliver a One-Two Punch: Tap the Synergy Between Email and Social Media by Ross Kramer
  There are many similarities between social-media marketing and email; but they are two distinct marketing channels, and they should be used separately to enhance or magnify, not just promote, each other. Think of it this way: Social media is for awareness; ...
  More articles on Brand Awareness, Channel Marketing, Community, Customer Retention, Email Lists, Email Marketing, Social Media, Social Networking
• The Pursuit of ROI: Will It Lead You to Rags or to Riches? by Sharan Jagpal
  It's no secret that the business world is slow to change. Sure, it has made the evolution from typewriters to computers for word processing, and from snail mail to email for written communication. But in regard to the core of ...
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• Suiting Up for Customer Loyalty: Email That Fits by Stephanie Miller
  For every email marketer who has ever heard an executive say, "Email generates revenue, just send more email," this one is for you. Most email marketers care about their subscribers and want to provide a good experience. But sometimes, business ...
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• Five Ways to Fail at Attracting and Retaining Customers in 2009 by Michael DiFrisco
  Want to really impress your boss, your board, your employees, or your mom? Want to drive your customers to the competition? Then simply fall flat on your face in your attempt to get your business to stand for something in ...
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• Six Approaches to Marketing in Tight Economies by Jim Lenskold
  Marketing pundits have advocated throughout this year that tough economic times are the right time to build bands and grow share of voice. But this will not work for every company. Here are the six approaches that can help you ...
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• How to Acquire and Retain Customers via Content Marketing by Paul Chaney
  Face it. If you are an online marketer, you're a publisher. Your Web properties are media sites, whether you consider them such or not; so you might as well make the most of it and provide your customers and prospects ...
  More articles on Blogging, Customer Acquisition, Customer Retention, Online Marketing, Targeting, Thought Leadership, Writing
• The State of Customer Focus Around the World: 2007 in Review by Jeanne Bliss
  The Net Promoter concept and idea has taken hold the world over. The simplicity of one "ultimate" question is compelling. And it gives CEOs something to easily grasp and point to regarding a customer target. Those who have started to ...
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• Five Keys to Using Innovation to Acquire and Retain Customers (Part 3 of 3) by Leland Shaeffer
  In Part One and Part Two of this series, the author discussed using "voice of the customer" (VOC) in defining innovative core products and services. The focus was on breakthroughs in the basic product, on hitting the home runs. Here, ...
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• MP 'Classic Truths': If You Don't Measure, You Can't Manage: The Best Metrics for Managing Marketing Performance by Laura Patterson
  Without metrics to track performance, marketing and business plans are ineffective. For marketers, three primary metrics stand out as a starting point for tracking their performance. Once companies are aware of their competitive position, their desired outcomes, and what it will ...
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• Branded-Content Spend Reaches New High
  Marketers spent record highs on branded content in 2009––allocating on average 32% of their overall marketing, advertising, and communications budgets to the category––up five percentage points from the previous high ...
  More articles on Brand Loyalty, Customer Retention, Marketing Budgets, Research
• Tips to Keep 'em Coming Back
  We all know the adage: It costs far more to get a new customer than to keep one you already have. And in today's economic climate, customer retention has become ...
  More articles on Customer Behavior, Customer Relationships, Customer Retention
• Peripheral Vision
  If we were to ask you to describe your competition, you'd probably talk about companies that do exactly what you do. The owner of an Indian restaurant will discuss other ...
  More articles on Creativity, Customer Acquisition, Customer Retention, Small Business
• You Make It Easy to Stay Friends
  When your company generates revenue from annual subscriptions or memberships, renewal rates are critical to your bottom line. To keep them high, Winston Bowden recommends email programs that use date-based ...
  More articles on Case Studies, Customer Retention, Email Marketing, Marketing Tips
• Cha-Ching!
  If your company has customer and transaction databases, says Fred Pratt in a post at the Air Waves blog, you already have a wealth of information that can be harnessed ...
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• Brand-Switching: Less Risk = More Switch
  Frugal American consumers have forsaken their favorite national brands in the case of many food and household, health, and personal-care products, but they are reluctant to switch to store brands ...
  More articles on Brand Loyalty, Customer Behavior, Customer Loyalty, Customer Retention, Research, Targeting
• So, How Are the Kids?
  "Talking to your customers is a key strategy to weathering bad times," says Jennifer Berkley in a post at the Customer Experience Optimization blog. "It's a great way to keep ...
  More articles on Customer Engagement, Customer Retention, Recession
• Don't Fear the Reaper
  In a post at the Marketing Analytics blog, Lynne Harrold describes the quandary faced by an important Bostonian cultural institution. As its established member base dies off, it needs to ...
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• Barry Schwartz: Practical Wisdom as a Business Tool
  At the MarketingProfs B2B Forum earlier this month, keynote Barry Schwartz, a psychologist and author, explained the concept of Practical Wisdom: the idea that individuals can (and should) hone their ...
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• Think of It as Scaling Down
  "It's not all doom and gloom in the U.S. economy," Deb Riechmann says in a recent AP article. "Some products are bucking the recession and flying off store shelves." Folks ...
  More articles on Customer Behavior, Customer Retention, Recession
• The Three Rs of Recession Marketing
  "There are three 'R' words—retention, repurchase and referral—that can help your company survive and thrive during the 'R' word that's plaguing our economy, the recession," says Deborah Eastman in a ...
  More articles on Customer Experience, Customer Retention, Marketing Tips, Recession, Referrals
• Make the Most of the Slow Season
  "When the slow season strikes," says Kimberly Smith in an article at MarketingProfs, "it's time to put some energy into pumping up that brand." She runs down a list of ...
  More articles on Branding, Customer Acquisition, Customer Engagement, Customer Relationships, Customer Retention, Small Business, Word of Mouth
• The Deep Pockets of Chatters
  Do Chatty Cathies spend more money online than other cyber citizens? New research says indeed they do. A recent survey of regular online shoppers from BoldChat and Bravestorm, LLC presents ...
  More articles on Customer Behavior, Customer Experience, Customer Retention, E-Commerce, Website Design
• Recession Marketing II: What NOT to Cut
  In Part I, we suggested a few cuts to make in your current marketing budget to help keep your bottom line healthy during these tough times. Now let's take a ...
  More articles on Customer Acquisition, Customer Relationships, Customer Retention, Marketing Budgets, New Media, Recession
• I'm Satisfied. Now Make Me Loyal.
  Think about a product or service that does everything it's supposed to do, rarely breaks down and comes with a reasonable level of support. For Rohit Bhargava, his cable service, ...
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• Working Miracles, One by One
  "Now more than ever, the email channel in particular is being asked to contribute higher revenue," says Stephanie Miller in a post at the Daily Fix blog. "Yet, we all ...
  More articles on Customer Experience, Customer Retention, Email Marketing, Landing Pages, Targeting
• The Question of Web Analytics
  Not long ago, Avinash Kaushik posed this question via Twitter: "Inspire me: If there is one web analytics question you want answered what would it be? What's your juiciest/mundane, daily, challenge?" ...
  More articles on Customer Behavior, Customer Retention, Metrics, Testing, Web Analytics, Websites
• I Just Need to Know You Care
  What's the key to keeping customers loyal during the downturn? A new report from Forrester Research says it all comes down to showing that you care. "Customer experience" is the ...
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• Please Come Back to Me
  According to Loren McDonald, any email list will include recipients who have unsubscribed "emotionally." Instead of hitting the unsubscribe button, they delete your messages without reading them, or direct their ...
  More articles on Customer Retention, Email Marketing, Permission Email Marketing
• B2B and CRM: Together 4 Ever
  What's B2B without CRM? Not much. Every smart B2B marketer knows that much of the process of converting prospects into loyal clients rests on customer service. In a recent post at ...
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Customer Retention case studies, deconstructing real life examples and illustrating lessons learned

• How Getting Personal Helped Spur Renewals for the Golden State Warriorsby Golden State Warriors
  CASE STUDY: So maybe your organization hasn't had a stellar year. (Really, how many have?) But you still have fans. How can you reach out, in a more personal way, to keep the customers you have?
  More case studies on Case Studies, Creativity, Customer Retention, Direct Marketing, Personalization, Videos, Websites
• A Fresh Way to Use Email as an Interactive Toolby Garden Fresh Restaurant Corp.
  CASE STUDY: Garden Fresh had more than half a million customers on its email list. But it wanted customers to do more than print out coupons. It sought to build customer loyalty by using email as an interactive tool.
  More case studies on Case Studies, Creativity, Customer Engagement, Customer Retention, Email Campaigns, Interactive Marketing, Writing
• Three Small (Biz) Steps to Increased Product & Service Sales, Recession Editionby Paul Hyland Salon & Day Spa
  CASE STUDY: Sales of luxury products and services have been suffering in the current economy—all the more so for small businesses. But email, coupons, and new-client referral and member-rewards programs have helped this small business beat the recession blues. See how.
  More case studies on Case Studies, Customer Acquisition, Customer Retention, Email Marketing, Promotions, Recession, Referrals, Small Business
• How an Automotive Dealership Used Voice Marketing to Supplement Sales, Boost Customer Retentionby Mike Miller Hyundai
  CASE STUDY: While automotive dealers struggle to survive, Mike Miller Hyundai has reached out to customers via voice marketing, at a fraction of the cost of direct mail. Now: service bays are filled, and customer retention is significantly higher.
  More case studies on Case Studies, Customer Retention, Sales, Telemarketing
• How a Nonprofit's Web Site Redesign Increased Functionality, Public Interest, and Donationsby Acumen Fund
  CASE STUDY: For nonprofits like the Acumen Fund, which uses philanthropic capital to help finance foreign entrepreneurs, the human story is key for capturing the attention of would-be volunteers and investors. Here's how a site redesign helped in a big way.
  More case studies on Case Studies, Customer Retention, Non Profits, Sales, Website Design
• How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and Collateralby Weekly Reader
  CASE STUDY: Weekly Reader, a publisher of materials for elementary and secondary schools, needed to improve direct mail renewal rates, which had been trending downward. A simple redesign and copy change worked to increase the response rate and orders for the fall school year.
  More case studies on Case Studies, Copywriting, Customer Retention, Direct Marketing, Targeting
• How the Kimpton Hotel Group's Affinity-Based Email Program Boosted Bookings Revenue Fivefoldby Kimpton Hotels
  Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding a corporate branding strategy, the company increased email bookings fivefold.
  More case studies on Brand Loyalty, Case Studies, Customer Retention, Email Campaigns, Segmentation, Targeting
• How a Virtual Conference Enabled Software Provider Cognos to Slash Costs and Extend Reachby Cognos, Inc.
  Cognos held some 10 conferences annually for its customers and prospects. When the software provider tried a single 3-D virtual conference, it reached more active visitors than the 10 conferences combined.
  More case studies on Case Studies, Customer Retention, Lead Generation, Webinars
• How Garden Fresh Realized a Huge Gain in Web Traffic and Longer-Term Loyalty via Emailby Garden Fresh Restaurant Corp.
  Garden Fresh Restaurants sought to increase customer engagement with its "Club Veg" loyalty club, totaling more than half a million opt-in members. Its two interactive email campaigns worked like a charm -- leading to huge increases in site traffic and boosting customer loyalty.
  More case studies on Case Studies, Customer Relationships, Customer Retention, Email Campaigns

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Customer Retention online seminar broadcasts from the best minds in marketing

• Marketing in an Economic MeltdownAttendee rating:  - 10/10/2008
  More seminars on Customer Retention, Economic Crisis, Lead Generation, Market Research, Marketing Strategy, Marketing Tips, Public Relations
• Proven Ways to Create Engaging Online Customer ExperiencesAttendee rating:  - 8/21/2008
  More seminars on Customer Behavior, Customer Engagement, Customer Experience, Customer Retention, New Media, Online Marketing
• How to Market Consulting and Professional ServicesAttendee rating:  - 5/1/2008
  More seminars on Branding, Customer Acquisition, Customer Retention, Lead Generation, Marketing Strategy, Services Marketing
• e-Newsletters: Get Attention and Build LoyaltyAttendee rating:  - 2/22/2007
  More seminars on Creativity, Customer Engagement, Customer Retention, Email Marketing, Measurement, Newsletters, Writing
• How Marketers Win Friends and Keep Profitable Customers Through ROI AnalysisAttendee rating:  - 9/21/2006
  More seminars on Customer Acquisition, Customer-Centric, Customer Experience, Customer Retention, Marketing Analytics, Metrics, ROI, Targeting
• Inside the Customer Loyalty Laboratory: How Companies Build Lasting RelationshipsAttendee rating:  - 2/1/2006
  More seminars on Brand Loyalty, Collaboration, Customer Acquisition, Customer Relationships, Customer Retention, Management
• Managing Customers As Long Term InvestmentsAttendee rating:  - 9/29/2005
  More seminars on Customer Acquisition, Customer-Centric, Customer Experience, Customer Retention, Customer Satisfaction, Metrics
• Marketing Metrics: Linking Marketing to Financial ConsequencesAttendee rating:  - 5/5/2005
  More seminars on Customer Acquisition, Customer Retention, Customer Satisfaction, Economic Crisis, Management, Marketing Budgets, Measurement, Metrics
• The Twelve Laws of Customer LoyaltyAttendee rating:  - 9/23/2004
  More seminars on Brand Loyalty, Customer Engagement, Customer Relationships, Customer Retention, Customer Satisfaction, Marketing Tips

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Customer Retention marketing downloads for the busy professional

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