If you're reading this right now and don't do any email or SMS marketing, the best time to start was yesterday. The second best time is today. 

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I'm a strong believer that every brand that sells products online should have a retention marketing program in place.​

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Here are a few reasons why.

 

First, you need to be building an owned list of your customers and prospective customers. Over the last few years, organic reach on Facebook and Instagram has plummeted. The followers that you worked hard to gain are essentially no longer reachable. In 2022, you can't put your relationship with your customers in the hands of an algorithm.

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Second, unless your site's conversion rate is 100%, it's normal for site visitors to take their time and maybe even shop around before making a purchase. If you're not capturing their contact information in order to follow up with them through brand education and automated abandonment flows, you're going to lose the purchase to the brand that is. 

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Third, customer acquisition costs are skyrocketing. If you want to sustainably build your online business, you need a strategy to re-convert customers multiple times in order to increase their LTV.

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If you're still not convinced, the average brand utilizing email marketing is getting a 36X ROI.

 

That's $36 for every $1 spent.