A study by Custora shows that email is still one of the best ways for companies to acquire and hold on to customers.
Data from the predictive analytics platform Custora, reveals two things we probably knew but now have the data to back up.
Organic search is growing steadily, accounting for nearly 16% of customer acquisition. This means that online brands really have to generate a lot of interesting content to support their product, in order to attract and keep customers at their site. Companies have no choice but to become content providers, focusing not just on editorial content, but also search engine optimization.
What’s more interesting is that email, a tool that has recently been criticized for being clunky, inefficient and slow is still outpacing social media when it comes to customer acquisition. According to Custora, customer acquisition through email has quadrupled in the last four years. So don’t write off email just yet, it still seems to be the best way for brands to present themselves when directly marketing to customers.
Digital marketers are also going to have to figure out a better way to build brand loyalty on Twitter. Custora data revealed that the CLV, or customer lifetime value of customers acquired through Twitter was lower than average. Great for sending out real news, not so great for keeping the customers attention. Then again, there’s only so much you can do with 140 characters.
