EP 89 | Loyalty Isn’t Logical: What Neuroscience Says About Brand Loyalty

2025-03-25

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Did you know that it can cost 5 to 25 times more to gain a new client than retain a current one? That’s why it’s important to build brand loyalty–to establish repeat clients who will be your biggest superfans. In this episode, we’re digging into Mailchimp's Science of Loyalty report and uncovering how customer loyalty is deeply rooted in brain chemistry and emotional connections rather than just rational decisions. You might be surprised to learn that, according to Dr. Cyrus McCandless, “Loyalty isn’t rational, it’s primal.” We’ll discuss:

Did you know that it can cost 5 to 25 times more to gain a new client than retain a current one? That’s why it’s important to build brand loyalty–to establish repeat clients who will be your biggest superfans.

In this episode, we’re digging into Mailchimp's Science of Loyalty report and uncovering how customer loyalty is deeply rooted in brain chemistry and emotional connections rather than just rational decisions. You might be surprised to learn that, according to Dr. Cyrus McCandless, “Loyalty isn’t rational, it’s primal.”

We’ll discuss:

The surprising primal nature of customer loyalty and client retention
The four core drivers of loyalty: reward, memory, emotion, and social interaction
Practical strategies to foster brand loyalty
The right way to give clients a dopamine hit (Hint: it’s not social media)
The power of social proof for buyer behavior
How you can use your email marketing to create emotional connections
The importance of fostering community and simple sign up/checkout systems

MENTIONED IN THIS EPISODE:

📖READ: Mailchimp's The Science of Loyalty Report

📩SIGN UP: Join the FREE Email Storytelling Challenge

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