For most brands, retention marketing destroys value.
I’m (finally!) going to outline exactly why this is true, and how you can measure and manage retention effectively.
In almost every organization I’ve worked for, or consulted with, retention marketing is shorthand for email marketing. In the past five years, the definition has expanded to include SMS and direct mail.
But very few organizations understand how their customers behave, and how their marketing efforts are influencing that behavior (if at all).
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