Building a Retention-Focused Email Marketing Funnel

Customer retention is vital for businesses with much research literature now available and in most cases, is regarded as an indicator of acquisition performance, but factors influencing it have rarely been studied in the serial acquirer context. Customer experience has drawn a great deal of attention from scholars and business practitioners in the past few decades. 

Successfully designing and providing customers with an optimal experience has become a central priority for marketing theory and practice. Customer experience plays a key role for firms in creating a sustainable competitive advantage and building good customer relationships The objective of this research is to determine the factors associated with 

customer retention. I presented a literature study using systematic literature review of relevant publications and as a result of this process, 19 articles are included and then examined the bibliographical references to check the validity of the inquiry and to avoid any potential omissions. I identify several variables that affect by customer retention.Customer retention is 

one of the issues retention email that is widely discussed

therefore it is necessary to have a study that explores it, to find out developments up to now. the goal of this literature review is to find out the relationship between customer retention with other variables so that you know the development from time to time Customer retention is vital for businesses with much research literature now available (Kumar et al., 2017) and in most 

cases, is regarded as an indicator of acquisition performance, but factors influencing it have rarely been studied in the serial acquirer context (Degbey, 2015). Companies in a variety of sectors have increasingly started managing customer churn proactively, generally by detecting customers at the highest risk of churning and targeting retention efforts towards 

them (Ascarza, 2018). Customer experience has drawn a great deal of attention from scholars and business practitioners in the past few decades (Becker & Jaakkola, 2020). Successfully designing and providing customers with an optimal experience has become a central priority for marketing theory and practice (De Keyser et al., 2020).Customer experience plays a key 

role for firms email in creating a sustainable competitive

advantage and building good customer relationships (Andreini et al., 2018) and is thus a fundamental element of firms’ success in both online and offline channels (Barari et al., 2020; Bleier et al., 2019; Bustamante & Rubio, 2017). The rise of omnichannel business will create more and more customers that adopting online and offline channels and using omnichannel 

services simultaneously to complete the process of shopping (Shen et al., 2018). For omni-channel consistency at lower levels of customer experience quality, customers prefer consistency at higher levels of quality and for omni-channel inconsistency where offline customer experience quality is lower than that online, customers prefer omni-channel 

inconsistency, where offline customer experience quality is higher than that online (Gao & Fan, 2021). Mishra et al. (2021) confirm that a customer's perceived online–offline channel integration increases their patronage intention directly and through the mediating role of consumer empowerment and satisfaction, additionally, as a moderator, consumer service experience consciousness does not necessarily impact consumer patronage interest through 

the mediating role of consumer empowerment

Drawing on marketplace metacognition theory, it’s found that moderate initial discounts have positive effects on customer retention, whereas low and high discounts have negative effects (Del Rio Olivares et al., 2018). Service Marketing Mix (SMM) can be used by business people to run their business. SMM components can provide the organizational margins that to lead 

the service value (SV) and can be command methods (Dahmiri et al., 2017). SMM elements that lively indulgence by such service providers will have an effect in the future and existing customers, transforming them into customer retention (CR) and helping them remain loyal for a longer period of time, and provide more competitive positions in their business life (Wahab 

et al., 2016). Companies that simultaneously do good and innovate are rewarded with more positive customer attitudes and higher levels of customer retention (van Doorn et al., 201Customer retention is the propensity of the customer to stay with their service provider (Ranaweera & Neely, 2003). Companies also need to be careful about the technological comfort of their customers, for example, innovations, which are smartphone app only, may 

Conclusion

end up alienating rural customers, where smartphone penetration is low, but on the other hand, prepaid card based innovations will be a major success amongst rural customers (Tripathy & Jain, 2020). Strydom et al. (2020)identify non-linear and asymmetric effects that suggesting that customers’ evaluations of service performance are more sensitive to negative performance (dissatisfaction) than positive performance (satisfaction), accordingly, focusing 

on attributes for which customers are experiencing negative performance first, and then allocating resources to attributes for which customers are experiencing positive performance, can be far more consequential for improving customer satisfaction. Managers can make suitable service improvement plans even with limited resources and once the improvements are duly implemented, the service might get higher user retention in the near future (Hung et 

found that salesperson assessment focus amplified locomotion’s effect on acquisition retention ambidexterity, and salespeople increased their performance by implementing an acquisition–retention ambidextrous orientation that balances prospecting for new customers and growing existing customers. Calculation of optimal commission based on customer retention and salesperson attributes helps a sales manager classify salespeople according to