Retention Marketing: the 7 mistakes to avoid at all costs

Retention Marketing

Retention Marketing is a marketing strategy focused on customer retention. Instead of focusing on finding new customers, Retention Marketing focuses on creating lasting relationships with existing customers, so as to increase the long-term value of the customer for the company.

In this article, our web agency,

will show you the history of retention marketing, when it is used, and most importantly, reveal the 7 mistakes to avoid at all costs.

Retention Marketing was born in the mid-1990s, when companies began to recognise the importance of customer loyalty. Previously, most companies focused on finding new customers, but it was soon realised that acquiring a new customer is much more expensive than retaining an existing one.

Over the years, Retention Marketing has become increasingly important, especially with the advent of social media and data analysis technologies. Today, many companies use this strategy as an integral part of their marketing plan.

When to Use Retention Marketing

This strategy is particularly useful for companies that have a loyal customer base and seek to increase their long-term profitability. In particular, retention marketing is suitable for companies that have products or services that require continuous or periodic purchases, such as insurance companies, gyms, beauty salons, restaurants and clothing shops.

As well as for companies working in highly competitive industries, where customers have many options to choose from.

In these cases, retention marketing can help companies differentiate themselves from their competitors and keep their customers loyal.

Retention Marketing Activities

There are many activities that companies can use to implement an effective retention marketing strategy. Below are some examples:

1. Loyalty programmes: loyalty programmes offer customers incentives to continue buying from their favourite shops. These incentives may include discounts, loyalty points, gifts and other rewards.

2. Personalised communication: companies can use customer information to send personalised communications, such as birthday greetings or special offers for products the customer has purchased in the past.

3. Quality customer service: high quality customer service is essential for customer loyalty. Companies should invest in training their employees and improving their customer service processes.

4. Exclusive offers: companies can offer their customers exclusive discounts and special offers. These offers can be used to incentivise customers to come back and buy again.

5. Remarketing campaigns: companies can use remarketing technologies to show advertisements to customers who have already visited their website or purchased in the past. This can help keep the brand in customers’ minds and increase the likelihood of a future purchase.

Retention Marketing: 7 mistakes to avoid

Retention Marketing is an effective marketing strategy to retain existing customers and increase their loyalty. However, there are some common mistakes that companies make when implementing this strategy.


1. Not knowing one’s audience

One of the biggest mistakes in retention marketing is not knowing your audience. Companies need to understand their customers, their needs, interests and preferences in order to create a personalised experience. This can be done through customer data analysis, customer feedback and market research.

2. Not offering quality customer service

Quality customer service is essential for retention marketing. Companies must ensure that their employees are well trained and have the necessary skills to provide quality customer support. In addition, companies should ensure that their customer service processes are efficient and that response times are quick.

3. Not offering sufficient incentives

Offering incentives is an effective way to keep customers loyal. However, companies must ensure that they offer sufficient incentives to keep customers interested. This can be done by offering discounts, exclusive promotions, loyalty programmes and other incentives.

4. Not communicating effectively

Communication is essential for retention marketing. Companies must use the appropriate communication channels to reach their customers and provide them with the necessary information. In addition, companies should use personalised communication to provide a high-level experience to their customers.

5. Not collecting and using customer data

Customer data are essential for retention marketing. Companies need to collect and use customer data to better understand their needs, preferences and buying habits. This can be done through the use of data analysis techniques such as machine learning and natural language processing.

6. Do Not Test Retention Marketing Activities

Testing retention marketing activities is essential to understand which activities are most effective. Companies should test different Retention Marketing activities to better understand what works and what does not. This can be done through the use of A/B testing and data analysis techniques.

7. Not adapting to change


The marketing world is changing rapidly and companies have to adapt to these changes. This means that companies must be flexible and open to change.

They must be able to adapt to new technologies, new market trends and new customer needs.


In conclusion, retention marketing is a key strategy for increasing customer loyalty and improving the ROI of marketing activities.

If you are looking for a web agency that can support you in implementing a retention marketing strategy, contact Made.

Our experts will be happy to help you make the most of this strategy and achieve concrete results for your business.

Don’t hesitate to contact us to learn more!