In some projects, I’ll look at the year loyal customers were acquired. The results are always fun to analyze!
- 10% from 2021 – 2025.
- 40% from 2016 – 2020.
- 25% from 2011 – 2015.
- 15% from 2006 – 2010:
- 12% from 2001 – 2005:
- 8% from 2000 and earlier.
65% of loyal buyers (in this instance) were acquired 6-15 years ago.
Which means the success of the Retention Marketer came from the success of the Acquisition Marketer (who doesn’t even work at your brand anymore) 6-15 years ago. If the Acquisition Marketer doesn’t do her job 10 years ago, the Retention Marketer doesn’t have work to do.
Am I saying that Retention Marketing is worthless?
No.
I am saying that Retention Marketing is dependent upon Acquisition Marketing. I am saying that the vast majority of readers should spend FAR MORE time focusing on acquiring customer than keeping customers.
The health of your business depends upon it.
