You Can’t Buy Customer Loyalty

It seems many of the fallen dot-coms faced little trouble getting prospects to visit and buy, but had little success building substantial loyalty—no matter how much money they spent promoting their sites.

A key principle of Direct Marketing 101 is that you make your money from your existing customers. E-tailers faced with continuous acquisition of new customers, and no or little repeat purchase activity, almost have no choice but to go out of business.