Constantly striving to remind existing members of new content and functionality.
Users are a fickle bunch and there s so much to see on the Internet.
Unless you drive them back on a regular basis, they ll disappear for good. However, there s a balance to be struck on the frequency of this form of communication. Send too few and the branding and promotion for the service has a limited impact. The way you build customer loyalty is very much like the way you would do it in an old country store through a communication process in which you get to know your customers over time. You don't try to find out everything about them by bombarding them with 100 questions all at once, or even 10.