When it comes to growing a business, many marketers are quick to focus on their known customer pool. If ‘a bird in the hand is worth two in the bush’ as the old expression goes, it should be easier to squeeze additional value from previous purchasers by way of reactivation, category expansion, or an accelerated buy rate.
But over-indexing on retention and reactivation to achieve robust growth is dangerous—more often than not, it will lead to “disappointment” instead of “delight.”
In this Zeta micropaper, you’ll discover why existing and lapsed customers can only do so much for growth.
You’ll also learn…
The truth about new customer acquisition
5 questions to ask about your approach to customer acquisition
3 Acquisition strategies you need to consider for sustainable revenue growth