In mainstream marketing, the cost of acquiring a new customer is estimated at five times that of retaining an existing customer. And it’s much easier to sell something to an existing customer than it is with a new one.

Therefore, it would be a smart business strategy to invest in customer retention. That means putting time and money into improving the member experience, including that all important customer service. Its money well spent, because you get two for the price of one – better retention, and improved up sell potential.

It goes without saying, but holding onto the customer has the added advantage of holding onto the affiliate. The better you retain, the more money your affiliates make. And the more money they make, the more new customers they will bring to you.

Use that same thinking in the cost of acquisition with affiliates. It costs a lot less to hold onto what you got. Granted, you still have to make them money, but good customer service goes a long way with affiliates. I’ve dropped a lot of affiliate programs because they failed to be responsive to my needs. Competition for affiliates if fierce, so that’s one ball you don’t want to drop.