One of the most effective ways of staying in front of your customers is with consistent and frequent contact. Now let me caution you – this doesn’t mean constantly selling to them, either. I mean, do you really appreciate that treatment from your vendors? I didn’t think so.
So how do you stay in front of your clients without harassing them or spamming them to death?
Easy. Develop a customer newsletter!
7 Reasons Why Newsletters Rock!
- Newsletters are entertaining. They engage the reader without selling to them.
- Newsletters are educational. Unlike a marketing brochure where your company is the focus of the copy, newsletters are written for your customers’ benefit, not yours. A good newsletter is informative to the customer (tips, checklists and articles to enrich their lives), not full of sales-hype.
- Newsletters are consistent. A regular delivery is extremely important to the how successful your newsletter is. You want your newsletter to be seen as a “welcomed guest” in the mailbox, just like magazines such as Good Housekeeping or Golf Digest. Other forms of direct mail like postcards, brochures and direct mail letters aren’t consistent – and often, aren’t looked at long enough to be deemed welcomed.
- Newsletters are easy to read. Articles are usually informative yet short, and there are often many photos and white space in a newsletter to make scanning it a breeze.
- Newsletters build strong relationships. Because your newsletter is a regular “visitor” to your customer, this additional touch will begin to strengthen your relationship with many of your customers. They will see you as a stable business – with many service offerings.
- Newsletters build credibility. Over time, newsletters will reveal nuances about your business and give your customers little “ah-ha” moments, and for that, you will become a trusted expert in their eyes.
- Newsletters bring in new business. Unlike other marketing collateral, because newsletters contain valuable information, your customers are often passed them onto others, which could lead to referral business.
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