There are many guidelines about how often you should communicate with your customers - not too frequently and without leaving it too long. More importantly is the perceived value of any communication - as long as you are providing value, customers are less likely to churn.
Customers will remain loyal for as long as they receive what they want - this could be any combination of low prices, high quality products, a broad range of products, useful information, or good customer service. Having multiple segments in your customer base allows you to target communications more accurately and hence continue to provide value to your customers without wasting their time with irrelevant information.
The more you know about your customers, the better you will be able to target them with communications they perceive as value adding. To learn about your customers, firstly they need to feel comfortable telling you about themselves, secondly they must see some value in providing this information, and finally, you need to be able ask for, capture and analyse this information.
A very powerful digital marketing technique is an incentivized online survey or competition. This is a quick activity for customers to participate in that provides instant value to them, and provides you with 5 to 20 items of information - depending on the format; competition or survey, and the size of incentive - both of which can be adjusted easily.
Mailtrack runs competitions and surveys on behalf of its clients, which are powerful tools for lengthening the end customer relationship. The information provided, and how this can be used to improve digital marketing, and in turn lengthen the profitable development stage of the customer lifecycle is part of Mailtrack's service.
