Relationship Marketing: Why is it profitable to maintain a stable relationship with customers?

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Marketing, from its origin, has been based on generating a relationship with the public, so we are not discovering the Americas if we now decide to call it “ Relational Marketing ”. In the end, the term relational is nothing more than a reminder that our first objective must be to generate stable relationships with clients, and if our effort is directed towards this objective, sales will come and in the end we will achieve greater profitability. The term Relational Marketing also arises in contrast to “extensive” marketing whose objective is the expansion of markets . In an environment in which it is increasingly difficult to obtain results with this extensive marketing, relational marketing seeks to make the most of an audience that is already within our influence. Obtaining benefits from people with whom we already have a link. These people can be clients or prospects, that is, people who have given us permission to contact them or have shown interest in what we can tell them. The optimization and profitability of these audiences is the objective of relational marketing.

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In this way, personalization and appeal to people are becoming increasingly petroleum manufacturers email lists important as opposed to impersonal and mass messages. Let us not forget that the most human emotions and reactions are those that ultimately determine a sale or a recommendation. With relational marketing strategies we manage to generate relationships with the public and clients that last over time and thus provide us with behavioral data that we can use to redirect our strategies, depending on the stage in which people are in relation to our brand or company.



A stable relationship provides us with information , something very valuable in an environment that for some years has tended to impersonalize messages. With this information we can know what the user expects from us at a given time and offer it to them. We can know when to welcome them, when to send them an offer or discount, when to congratulate them or congratulate them or when to send them a thank you email. And of course, we can also know with perspective which segments of the public are the most profitable.
If we focus on getting sales, we carry out mass marketing strategies and we forget about generating relationships, we are losing the opportunity to obtain all this information and therefore, to optimize the resources we have in our marketing strategy . As John Wannamaker said:

“I know that half of my advertising budget is wasted; the bad thing is that I don't know which half it is.”