The biggest shift in my strategy this year is focusing more on base management to drive retention and reduce cost of acquisition. By strengthening customer relationships through personalized lifecycle touchpoints, AI-driven engagement, and value-add content, the focus is on keeping customers active, satisfied, and increasing their brand affinity. 

For measurement, I’m prioritizing customer retention rate, and referral-driven acquisition- ensuring that engaged customers become our best growth engine. Referral programs will play a key role in reducing our acquisition costs.

In our case, it is important for us to quantity the value of an end-user in our database, even though we do not have sell-out info (we sell to distributors and retailers and they keep that info). So we will need to create some strong assumptions to come up with the piece of data. 

In 2025, I’m focusing on AI-driven messaging and CRM improvements. My company integrates AI with Salesforce and is setting up Agentforce to build better customer profiles. We use A/B testing to find the best times and days to increase click rates and engagement.

I’m tracking click rates and engagement trends for ROI to ensure that messages reach people at the right time and drive real interactions. The goal is to improve customer connections, not just send more messages.

Email prompt worked right away this morning! Great questions:
Q: Maybe you’re leveraging AI to deepen personalization, rethinking customer engagement to build stronger connections, or optimizing ROI to maximize impact, but what’s the biggest shift in your strategy for 2025?
A: In 2025 we’re optimizing our strategy by utilizing personalized campaigns and asking questions via polls and insights within email and in-app to understand our members unique opinions and involve them in the decision making process for upcoming products. Deeping connections and desire for customers to engage and open content!
Q: And because marketing runs on data, let’s talk numbers. What key ROI metrics are you prioritizing in 2025 to measure success?

A: NUMBERS! Yes, the key ROI metrics we’re switching up a bit in 2025. Looking at conversion rate and retention rates will be our KPI versus click-rates in 2025. Looking past if someone clicked, to if they actually converted on the product / offering, if they answered a poll, or responded to an email!

At my company, we are all about using AI to support our customer marketing. By analyzing data, we’re ensuring our users get exactly what they need, when they need it. This focus has really paid off, with engagement rates jumping 25% year over year as more teachers tap into our tools. And we’re not stopping there—we’re aiming for a 30% increase in resource usage at partner schools in 2025 because better access leads to better outcomes!

When it comes to measuring success, we’re laser-focused on metrics that matter. For example, we’ve maintained a 90% renewal rate with our partners, which shows the real value we’re delivering. We’re also zeroing in on impact-based results, like helping boost student comprehension through the resources we provide. We are currently shaping up the Customer Marketing plan with H1 hyper focused on retention and expansion, but at all times we are closely watching our conversion rate and adapting and iterating, as needed.  

My biggest shift in strategy for 2025 is stabilizing behavioral personalization while exploring AI integration and use cases—without losing the human touch. Ultimately, my job is to unspam people, balancing business objectives with meaningful audience engagement. To do that, I’m focused on making campaigns more efficient (driving ROI) and more relevant (boosting conversions).

For ROI, I’m prioritizing CTR lifts, MAUs, and internal engagement metrics to understand what drives real action throughout the customer lifecycle. With resource constraints, AI presents an opportunity to scale personalization, but we’ll see how it plays out!

I’ve mentioned this on other responses, but Healthcare marketing is its own beast, and has intricacies that other marketing ventures don’t, like privacy. Also, you’re not inherently selling a product, so people have to both need and want the service. That being said, I think Ai is going to be incredibly helpful as I build out my company’s strategy.

2025 Strategy: I plan to use Ai for channel optimization and delivery times to meet our patients where they are in the medium that works best for them to maximize engagement.

2025 Metrics: Engagement is directly tied to retention, so higher engagement should yield higher retention rates; that’s going to be a big focus. This year is going essentially form 0 to 1 so it’s early in our journey, but reducing churn will have the biggest impact not only on my company’s bottom line but also on patient outcomes.

2025 will be interesting on many counts, and as we’re already seeing, an economic slowdown is expected. People may be holding on to their money and taking longer to make key purchases. As others have mentioned, I 100% agree that building engagement will be key metric to pay attention to this year. Staying forefront in the minds of customers, ensuring that even if they’re not ready to pull the trigger today, they know where to find you when they do, will be critical. Even if they’re not purchasing today, keeping engagement metrics front and center will ensure they come to you when they are ready.  

“Reading the Room” is what I’m naming my 2025 playbook. Ensuring that your messaging can pivot to meet the continually changing narratives, while staying true to your brand will be at the core of this year’s theme. Consumers may take longer to make purchases and may decide to cutback on non-essentials. I’ll be interested to see how retailers especially tackle this swing and how companies will react to conflicting political and public pressure. Companies need to ensure they’ve got a strong customer experience team keeping tabs on what customers are looking for and what messaging resonates with them most.