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It is far less expensive to retain a current customer than to find and acquire a new one. So before companies drain their marketing budget in a hunt for the ever-elusive net new customer, they are intensifying efforts to maximize revenue from their house email list. Retention, especially list retention, is a major challenge with that unsubscribe link just a click away. So why might one lose a customer? If the email messages are not relevant, too frequent, or simply don't apply.
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