Most small business owners will agree that their biggest business challenge is lead generation and new customer acquisition. There is a significant difference in both required effort and cost between retaining an existing customer and acquiring a new one. Exactly how big the difference between the two, depends on business type, location, competition and many other factors. As a simple rule of thumb, acquisition of a new customer costs 5-10 times more than retaining an existing customer. Yet, most small businesses struggle with managing their budget to find new leads and spend nothing on keeping existing customers happy.

For many years, email was the clear choice for communicating with existing and potential new customers, until our inboxes became too cluttered and legal restrictions and requirements made it more difficult to use this channel. Email is still a strong channel of communication, especially considering how cluttered, abused and non-trustworthy some of the newer channels quickly have become. With our email marketing program, you can decide to spend your budget on retaining existing clients by strengthening your relationship with them and offer small gestures and simple upgrades and discounts to keep them happy. With the same program you can also reconnect with inactive customers and convince them to continue to use your products. If you already have strong customer relationships and no fear of losing inactive customers, consider using email for new lead generation. Send personalized, well-written cold emails to a list of high-potential leads with a convincing offer to generate enough interest to build trust, brand awareness and and start conversations, which could lead to future conversions. Patience is the keyword with this last group.