If you focus only on acquiring new customers, then you are losing money every day.
According to fundamental rules of modern marketing, the cost to acquire a new customer is up to 7 times higher compared to activating an existing one.
Even worse? The conversion rate of a new customer is lower.
This means lower returns with higher investment.
The most successful businesses in the world have embraced a simple but powerful rule:
Customer retention > Customer acquisition
Because the audience that has already purchased from you:
- knows you
- trusts you
- and, if they fit your target group, is the most profitable base for future sales.
Wrong Priorities
Most small and medium businesses invest 90% of their marketing budget in “cold audiences.”
People who do not know the brand, haven’t tried the product, and are not ready to buy.
The result? Low ROI, wasted time, and money left on the table.
On the other hand, the existing customer base can deliver with minimal cost and high conversion rates, if used properly.
Organization & Re-engagement: The Duo of Performance
The first step is organization through CRM.
There you categorize customers, identify which deserve re-engagement, and start targeted actions.
Important: We don’t invest in customers who no longer fit the desired profile.
Retention only concerns those who bring value and with whom you want to continue.
From there, the actions that follow are clear:
- Email flows with personalized offers
- SMS reminders for inactives
- Behavior-based remarketing campaigns
- Loyalty reward programs
- Automated journeys by customer category
Successful businesses have built on these foundations.
They know that customer lifetime value (CLV) is the “holy grail” of profitability.
It is not enough for a customer to buy once — they must return again and again.
What You Gain:
- Lower cost of sale
- Higher conversion rates
- Predictable revenue from repeat purchases
- Brand loyalty and organic reach
- Data utilization for better strategies
These are not “nice to have.” They are basic rules of survival and growth in the modern competitive environment.
Medusa Marketing Is By Your Side
At Medusa Marketing we do not limit ourselves to audience acquisition.
We design strategies to leverage your customer base, with CRM automations, communication flows, and campaigns that reactivate your audience — the one that already trusts you.
See also our article on the next day of an eShop, to learn how we keep the customer base active after the first sale.
