Marketing for Long-term Customers: Common Tactics that Could be Hurting LTV

By PRÉVU Partners

Marketing for Long-term Customers: Common Tactics that Could be Hurting LTV

 

According to. Dr David Rock's (2009) 'SCARF' methodology, we all want these 5 fundamental things: Status, Certainty, Autonomy, Relatedness, and Fairness.

 

But many common marketing tactics fail to meet these needs for customers.

 

Here are 5 common tactics that might be hurting your customer life-time value (LTV), and ways to course-correct.

 

 

 1. Clickbait Strategies

 

COMMON TACTIC

 

Exaggerated titles or ads to drive traffic canresult in disappointed customers who feel deceived, and negatively impact their perception of your brand.

 

INSTEAD TRY

 

Creating a sense of status recognition among customers by offering exclusive products or early access to new items. Creating a VIP program can also elevate customers’ feeling of exclusivity.

 

 

2. Scarcity Marketing

 

COMMON TACTIC

 

Creating a false sense of urgency with limited-stock or time-limited offers can erode customer trust and create a negative association, negating any short-term sales boost.

 

INSTEAD TRY

 

Creating certainty with clear benefits, transparent offers and policies, consistent delivery windows, and trust signals like reviews and testimonials.

 

 

3. Excessive Automated Personalisation

 

COMMON TACTIC

 

While personalised remarketing is important, over-personalised automated flows can make customers feel uncomfortable or intruded upon, leading to a loss of trust and potentially driving them away.

 

INSTEAD TRY

 

Encouraging a sense of autonomy by empowering customers to personalise their own shopping experience. For example, allowing them to choose how they interact with your brand, such as through multiple customer service channels.

 

 

4. Aggressive Email Marketing

 

COMMON TACTIC

 

Bombarding customers with excessive emails can lead to unsubscribes or being marked as spam, damaging your ability to reach them in the future.

 

INSTEAD TRY

 

Building a brand-oriented community that fosters a sense of belonging and relatedness. Authentic storytelling, and sharing customer stories can help build connectedness and help make customers feel part of a larger community.

 

 

5. Frequent Price Drops

 

COMMON TACTIC

 

Offering regular temporary discounts can train customers to wait for sales rather than to buy at full price, which can undermine brand value and discourage loyalty. It can also alienate customers who were willing to purchase at full-price.

 

INSTEAD TRY 

 

Ensuring all customers feel they are being treated fairly by maintaining consistent pricing, and offering equitable rewards programs.

 

 

Want to learn more? Contact us for a complimentary ecommerce audit.