Repeat purchase rate
Indicates the percentage of consumers who repeat a purchase in a given medical mail address list period (usually one year). It is obtained with the following formula:
% of repeat purchase = (Number of customers who have repeated purchases in a period / Total customers in that period) x 100
The higher this percentage is, the more repeat customers are, and the more recurring revenue you are generating. A good repeat rate would be above 20-30%.
This metric is interesting to segment:
By seniority cohorts : consumers of less than 6 months, between 6 and 12 months, more than 1 year, etc.
By product category .
For specific marketing campaigns .
In this way, we detect both your areas of success and weak points in the retention of different types of users.
Customer retention rate
Churn Rate
Customer Lifetime Value (LTV)
Customer Acquisition Cost (CAC)
LTV/CAC ratio
Net Promoter Score (NPS)
Remember: a satisfied customer is not only loyal, but also an ambassador for your brand . As long as they feel valued and part of your community, their loyalty will go beyond the purchase.
These metrics will help you evaluate the performance of your digital marketing loyalty strategies and make decisions that will allow you to improve them.
15 loyalty strategies in digital marketing
Now that you know what your goals are and how to measure them, it's time to implement the digital marketing loyalty strategies that will allow you to achieve them. Here are 15 ideas that you can implement in your business :
Offer valuable content
Trust is earned by providing useful solutions without direct sales. That's why you need to create sincere content with your readers in mind.
How to do it
Write blog posts , ebooks or guides.
Publish training videos on YouTube.
Share tips on social media.
Prismalia tipDiscover more ideas about this loyalty strategy in our post about what content marketing is .
Schedule email marketing campaigns
Email marketing is ideal for following up with your subscribers and encouraging repeat purchases.
Tips for designing effective campaigns
Segment your database by interests.
Send personalized emails.
Offers exclusive discounts and promotions.
Bet on Growth Hacking
Growth Hacking looks for unconventional techniques to accelerate growth . Some very interesting ones are:
Refer a friend : Reward buyers for bringing friends.
Surprise rewards: Give away additional products or services for repeat purchases.
Optimize the after-sales experience
After-sales service is crucial to generating satisfaction and avoiding complaints.
Tricks that improve this area
Send automatic welcome and follow-up emails after purchase.
Offers extended warranties.
Enables agile customer service channels.
Create loyalty programs
Points, rewards and recognition programs strengthen the relationship with your best buyers.
Sectors where it works well
Retail and mass consumption.
Digital marketing for travel agencies.
Entertainment.
Optimize the user experience
If your website or app doesn't work well, users won't come back. You need to obsess over the details.
Key aspects to improve usability
Intuitive navigation.
Responsive web design.
Powerful internal search engine.
Optimized payment gateway.
Excellence in user experience is a must!
Listen actively on social media
Social media allows you to create a community and chat in real time with your brand's fans. Take advantage of it to:
Key aspects to improve usability
Detect needs and pain points.
Respond to questions and complaints quickly.
Ask for feedback .
Conduct satisfaction surveys.
Maintaining active listening on social media will allow you to detect changes in your customers' tastes and preferences. Many of these changes are influenced by some emerging digital marketing trends for 2024 , such as voice shopping or artificial intelligence.
Launch contests and giveaways
Well-designed contests help connect with your audience and collect data .
Creative ideas
Raffles for free products or services.
Photography or video contests.
Trivia and knowledge tests.
Use your imagination!
Collaborate with influencers
If you want to know how to write to an influencer for a collaboration , first identify influencers who are similar to your sector. Then, propose win-win projects that are beneficial for both parties.
The best formulas for success when collaborating with influencers
Sponsor posts and stories.
Give away products and show them in unboxings.
Interviews on the brand's blog.
Well-executed collaborations multiply visibility!
Prismalia tipIf you want to know more about influencer marketing and how to help you improve loyalty with your users, we invite you to read our post on how to run a campaign with influencers .
Interpret the data
Take away these metrics-based learnings :
20% of customers generate 80% of revenue. Pamper them!
Getting new customers costs 5 times more than retaining an old one.
The probability of selling to an existing customer is 60-70%, while to a new one it is 5-20%.
Customize to the max
Offering personalized experiences to each person is possible thanks to marketing automation and CRM.
Some actions to customize
Congratulations on special dates.
Recommendations for products that suit your tastes.
Reminders about items abandoned in the shopping cart.
Offline meetings
Organizing exclusive events , workshops or webinars for your best clients strengthens the emotional connection.
Some ideas
In-person courses.
Networking with top clients.
VIP experiences.
Surprise and delight
Giving unexpected gifts generates happiness and affinity with the brand.
Examples
Free samples.
Welcome packs.
Discounts for your birthday.
Gifts on special dates.
Add value to your community
Collaborating with NGOs and supporting social and environmental causes projects a responsible image.
Initiatives to consider
Donate a % of each sale.
Minimize polluting waste.
Hire disadvantaged groups.
Optimize the conversion funnel
An effective sales funnel guides the user through each step of the purchasing decision process.
Tips to improve your conversion funnel
Simplifies registration and login.
Reduce required fields.
Add testimonials and social proof at every stage.
Optimizing the funnel will resolve friction by increasing current user satisfaction, and will also help in the goal of how to get more customers .
Make it easier for the user to reach the desired final action!
Bonus: collect feedback
In addition to the 15 digital marketing loyalty strategies mentioned above, it is essential that you obtain ongoing feedback. That is, ask your buyers directly what they think and what we can improve . Feedback is an inexhaustible source of insights.
Apply different methods
Post-purchase surveys.
Regular meetings with user panel.
In-depth interviews.
Don't be afraid to include open-ended questions that encourage honest, spontaneous responses!
These are some of the digital marketing loyalty strategies that you can apply to your business to get your customers to become active ambassadors of your brand. Remember that customer loyalty is not something that is achieved overnight. It requires constant work and active listening.