Jordan Elkind says, “After months of planning your marketing strategy for Black Friday and beyond, the holiday shopping season is finally here in full swing.

Breathe a sigh of relief, but don’t get too comfortable — now it’s time to tackle the next challenge: what to do with all of those shiny new holiday shoppers. Some of your new customers might join the ranks of your most loyal shoppers, but without a tailored marketing strategy, you’re likely to end up with a stocking full of folks you’ll never see again.

Why do one-time shoppers represent such an opportunity cost to retailers? Take a look at the numbers: Two-time buyers are up to nine times more likely to repeat than first-time shoppers (source: research by my company, Custora). In addition, it will cost you anywhere from two to 25 times more to acquire a new customer than to simply retain an existing one. With those figures in mind, making an investment in your new holiday customers is a tactic that’s sure to pay off into the new year and beyond.

Start with a welcome series
Finding a silver bullet to understand and address your one-time buyer problem is understandably overwhelming. We recommend starting simply and layering in more complex personalization later. If you don’t have one already, a welcome series is a great place to start. The welcome series is a (simple and relatively easy to set up) succession of automated emails that introduce a new customer to your brand after their first purchase”.

Simple steps to addressing your one-time buyer problem

Marketing Land

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