May 15, 2000
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Synquest.com's expert consultant Vince Wicker told me a story that made me shudder: Apparently some Net market makers find that no matter how much they spend to register new customers or members to their site, new users often visit once or twice and then "fall off the map."
It then costs marketers an average of FIVE TIMES as much to reacquire the same customer! Lesson learned: don't splash out for new customer acquisition until you have content and functions that will keep them engaged, and a retention plan in place to keep them coming back.