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Customer Acquisition Cost (CAC) goes beyond being a trendy term; it stands as a vital customer metric to monitor in the context of modern hybrid business models. Let’s think of a scenario where your company has recently appointed an influencer to endorse your products on social media, and you have good results.
Can you provide a clear and objective definition of what “good” means in this context? Can you precisely measure the responses and gauge the return on investment (ROI) for this marketing campaign? Can you obtain a specific figure to comprehend the exact expenditure incurred in convincing someone to acquire your services? Here you need to calculate the CAC.
Let me help you out here! In this article, I’ll break down what CAC is, how to calculate it, and ways to make it better. So, keep reading!
CAC (Customer Acquisition Cost) is a business metric that calculates the expenses of bringing in new customers for your organization.
A company’s CAC represents the cumulative expenses related to sales and marketing efforts required to acquire a new customer within a specified timeframe. This metric holds significant importance in assessing your company’s profitability as it reflects the money invested in customer acquisition against the actual number of customers acquired. When you evaluate CAC alongside LTV (lifetime value), you gain an even clearer insight into your future profitability, especially as customers remain with your company over an extended period.
Customer Acquisition Cost (CAC) adds the time and financial resources allocated to activities such as research, marketing, and advertising. This comprehensive approach empowers brands to determine the Return on Investment (ROI) associated with acquiring new customers. The derived metrics enable you to adopt a data-driven approach in deciding the optimal amount of resources to allocate for the acquisition of specific customers.
CAC serves as an indicator of the effectiveness of your marketing and sales campaign performance. Your teams invest significant time, energy, and resources in their quest to acquire new customers and enhance customer retention. CAC stands out as a pivotal key performance metric that your business needs to monitor closely in order to understand the efficiency of your campaigns.
Once you grasp the expenses associated with acquiring a customer, you can initiate strategies to minimize those costs, thereby enhancing your return on investment (ROI). For instance, if you aim to create a sales email with a high conversion rate, you can assess the campaign’s efficiency and conduct A/B testing on various elements to pinpoint opportunities for cost reduction.
More specifically calculating the customer acquisition cost is important for the below-mentioned reasons:
When you understand how much it will cost to get a new customer by calculating CAC, you will be able to effectively manage your financial resources. You can strategically distribute your budget to other sales and marketing activities on different channels. It ensures that you invest in the most effective initiatives resulting in the best results.
You are running marketing campaigns on several channels like (email marketing, social media campaigns etc). calculating CAC gives you an idea about how effectively your campaigns are performing on these different channels. You can easily get to know which one of these giving you the best return on investment.
By using the customer acquisition cost formula, when you calculate the CAC for a specific product, you get to know what it takes to grab a new client. With this information, you can set the product price by adding your desired profit margin. This process ensures that you avoid selling products at a loss.
Many times, investors monitor the CAC and Customer Lifetime Value (CLV) and the ratio (CAC:CLV) metrics, to understand the scalability of a business. A healthy score helps to attract good investors.
To figure out CAC, you just add up how much you spent on marketing and sales to get new customers and divide that by the number of new customers you got. This is usually done for a set time, like a year or a quarter.
Let me give you an example here. If a company invested $2,000 in marketing and sales over a year and managed to gain 2,000 new customers, the CAC would be $1. This is calculated by dividing the $2,000 by the 2,000 customers, resulting in $1 per customer.
The customer acquisition cost calculation is quite simple, but the process of tallying up total expenses can involve numerous factors. This includes accounting for the expenses associated with various marketing strategies and the salaries of staff involved.
Understanding the concept of Customer Acquisition Cost (CAC) and its proper calculation is really important for businesses striving to refine their marketing strategies. Here I have given some of the examples that demonstrate the methodologies companies from different industries employ to calculate CAC and navigate the expenses associated with acquiring new customers. Let’s delve into each example to gain a comprehensive understanding!
Suppose a CRM software enterprise invests $20,000 in a marketing campaign. Following the campaign, the company identified that 1,000 new customers have subscribed to their service. Annually, the company anticipates incurring an additional $40,000 in other technical and production expenses associated with these new customers.
The Customer Acquisition Cost (CAC) for this software company is calculated as follows:
CAC = ($20,000 + $40,000) ÷ 1,000 = $60,000 ÷ 1,000 = $60
This means that the company spent $60 to get a new customer.
Consider a real estate enterprise that mainly deals with selling flats, and allocates $10,000 for marketing and $20,000 for sales efforts. Following the execution of their advertising campaigns, the company successfully gained 50 new customers.
So, let’s calculate their total CAC:
CAC = ($10,000 + $20,000) ÷ 50 = $30,000 ÷ 50 = $600
That means, the company spent 600$ to acquire each new customer.
Imagine a consumer goods company operating on a limited budget, allocating $6,000 to sales and $4,000 to marketing, resulting in the acquisition of 200 new customers. In this scenario, the company’s Customer Acquisition Cost (CAC) is computed as follows:
CAC = ($6,000 + $4,000) ÷ 200 = $10,000 ÷ 200 = $50
This implies that the company invested $50 to obtain each new customer.
When you calculate CAC on different customer segments, product variations and marketing or other sales channels, you will get deeper insights. This data helps you to find out loopholes if any in the business and work on those accordingly. There are ways to evaluate your CAC data. The most common ones include:
If you’re uncertain about how to determine your “sales and marketing expenses,” take the following costs into consideration for this metric.
It refers to the funds your business has allocated for advertising. Advertising proves effective for certain businesses in drawing in new customers. To ensure the success of ads, your campaigns must align with the preferences of your intended audience. If you’re uncertain about the performance of a marketing campaign, you can assess its effectiveness by dividing the revenue generated through the advertisement by the campaign’s total expenditure.
Your hard-working employees are an investment that pays off. Therefore, if you find the cost of their salaries to be high, carefully consider your approach. There are alternative ways to trim salary expenses without resorting to pay cuts or layoffs. For instance, integrating chatbots and marketing automation into your workflow can enhance your team’s efficiency and boost your company’s productivity.
Creative costs consist of the expenditures associated with content creation. These expenses may include the funds used to enlist talent for company promotion or even the budget allocated for team meeting lunches. All of these financial outlays contribute to the overall production of content.
It includes the technologies utilized by your marketing and sales teams. For instance, if you’ve acquired a reporting tool that monitors the status of your active deals, that falls under the category of technical expenses.
These are the expenses incurred to launch your marketing campaign for public consumption. These may include payments for TV airtime, sponsored social media ads, or placements in prime newspapers or magazines.
Production costs encompass the expenses linked to the actual creation of content. For instance, if you’re producing a video, you’ll need to budget for purchasing a camera, setting up a filming location, and incorporating a video editing software, among other related costs. These expenditures may increase, particularly if you’re outsourcing the content production to a third party.
Regardless of whether you run a SaaS (Software as a Service) business or deal in physical products, you’ll incur expenses to ensure the upkeep and enhancement of your offerings. For businesses handling tangible goods, these costs might involve utility bills and storage fees at a facility. However, if you’re in the software industry, these expenses are the funds allocated for updates and patches aimed at enhancing the user experience.
Organizations look into the LTV(Lifetime Value) to CAC(Customer Acquisition Cost) ratio (LTV: CAC) as a compass for their expenditures in marketing, sales, and customer service. LTV: CAC provides a concise overview of the value of customers in relation to the resources invested by the business to acquire them.
Companies should aim for a balance in this ratio to make the most of their money. It’s best if it takes about a year to cover the cost of getting a customer, and the LTV: CAC should ideally be at 3:1. In simpler terms, the worth of your customers should be three times the expense of acquiring them.
If the ratio is closer to 1:1, it implies that you’re investing as much money in acquiring new customers as they’re spending on your products. On the other hand, if the ratio is higher, say 5:1, it suggests that you may not be dedicating sufficient resources to sales and marketing, potentially leading to missed opportunities for generating new leads.
Now, you might be curious to know how to achieve that perfect ratio in your CAC metric. The answer to that question can vary depending on your industry. To provide your team with clearer goals to aim for, in the next part of this article I have listed some of the best strategies you can employ to achieve that 3:1 ratio.
You have to understand that the customer acquisition funnel encompasses the complete journey from lead generation to lead acquisition and finally to lead conversion. Enhancing your CAC necessitates a robust customer journey strategy fine-tuned to be cost-effective and channel-efficient, spanning from the funnel’s beginning to its conclusion.
There are several methods to enhance your CAC metric in order to move closer to achieving that 3:1 LTV: CAC ratio. Here are some great techniques to consider:
The way users perceive the value of your products and services is a matter of personal perspective, and replicating features used by other companies is not a good idea at all. Your strategy for retaining customers relies on your capacity to understand what truly motivates your customers to purchase your products.
The most effective approach involves emphasizing the significance of excellent customer service across your entire organization. Moreover, you can also talk to customers through surveys or emails to understand what they really want. Additionally, studying data like customer retention rates and subjective feedback from customer reviews can offer valuable insights. Based on all this information, you can enhance your product offerings to attract new customers in a much lesser CAC.
Pro Tips
Google Analytics enables you to monitor factors such as the frequency of shopping cart abandonment. If you notice high abandonment rates, consider optimizing webpage loading times and enhancing the visual appeal of your landing pages to encourage visitors to explore further. It’s essential to assess the mobile friendliness of your site and the ease of the checkout process for buyers. Improving these aspects will enhance the customer experience and, in turn, boost conversion rates.
Some More Tips:
A CRM platform helps in monitoring new customers, their progression through the marketing funnel, purchase history, including time and geographic location, loyalty program involvement, etc. Additionally, it facilitates the management of email lists and campaigns, such as brand promotions, email marketing, and different campaigns that periodically deliver engaging content via email.
Pro Tips:
When one of your customers refers a warm lead from his network who’s already interested in your offerings, his individual CAC is effectively $0 if that lead converts. These “cost-free” customers can gradually reduce your CAC, so it’s essential to establish a customer referral program that entices your customers to participate willingly.
Pro Tips:
Ensure that the process for visitors to become leads or for leads to become your customers and complete purchases on your website is easy and simple. Create a mobile-optimized website, evaluate your content to enhance clarity, and establish an automated sales process that allows visitors to make purchases from your platform around the clock.
Pro tips:
Don’t ignore the importance of testimonials. When your satisfied customers provide positive feedback regarding your product offerings through social media, email, or reviews, make sure to highlight some of these comments on your website. Displaying endorsements from those who appreciate your product or service can effectively address common customer apprehensions.
Pro Tips:
The combination of CAC and CLV serves as a potent tool for evaluating ROI and achieving marketing objectives. In the short term, it provides a measurable evaluation of the cost per customer, while in the long term, it offers insights into the revenue generated from each conversion. REVE Chat proves to be a great help in this context, functioning as an effective customer engagement tool to enhance conversions and reduce your CAC.
REVE Chat stands as an omnichannel customer engagement platform that enables you to provide real-time support to your customers through diverse channels, such as your website, mobile apps, and various social media platforms like Facebook, Viber, Instagram, Telegram, and WhatsApp.
Additionally, the platform incorporates REVE Chatbot, an AI-driven customer engagement solution. This not only streamlines your business processes, especially in customer service but also ensures continuous customer support beyond your standard working hours. Undoubtedly, it aids in providing tailored assistance to potential customers and brings in a substantial number of new clients.
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Well, this should be a regular process to get the best results. Make sure you calculate CAC on a monthly or quarterly basis to make sure that your strategies and initiatives still work effectively and apply changes if needed.
Yes, it’s possible. It can fluctuate depending on various aspects like market saturation, changes in your marketing strategies, economic conditions, and huge competition in the industry. This is why it’s advisable to monitor your CAC to understand how your business is doing and optimize all other strategies if required to get the best results.
Customer Acquisition Cost (CAC) is an important metric used by businesses of all sizes to get an idea of how much they are spending to get a new customer. A good CAC depends on the type of business model, industry, and at which stage the specific company is in.
A good CAC is greatly related to Customer Lifetime Value (CLV). The thumb rule is that your CAC should not be more than one-third of your CLV. The appropriate ratio of CAC to CLV has to be 3:1.
There are two important metrics that must be included while calculating CAC: sales and marketing activity costings and the total number of new customers obtained. These two KPIs provide a comprehensive view of how effective your marketing and other sales efforts are in acquiring new clients for your business.
Absolutely. The marketing and sales expenses also include the salaries of employees who are involved in all the activities related to sales and acquiring new customers and these will be calculated in CAC.
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Suvashree Bhattacharya is a researcher, blogger, and author in the domain of customer experience, omnichannel communication, and conversational AI. Serving as a content marketing strategist at REVE Chat, she develops contextual and interesting content for customers from different industries and segments like customer service, customer satisfaction, engagement, messaging platforms, etc. Passionate about writing and designing, she pours her heart out in writeups that are detailed, interesting, engaging, and more importantly cater to the requirements of the targeted audience. Her interests include reading, painting, and traveling.
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