If you are not yet using a newsletter as a part of your
marketing efforts then you are missing out on potential and
existing customers becoming valuable long-term buyers.
Newsletters provide an effective tool for collecting interested
visitors’ email addresses and converting them into buyers. They
also are a great vehicle for keeping in touch with your most
valued contact – previous customers. How?
NEWSLETTERS KEEP CUSTOMERS
When you have a customer buy from you, but no newsletter to
follow up, than you are virtually handing him or her back to
your competitors. Of course, if the service was good and the
product memorable they may come back, but what if you have a new
product that your existing customer may wish to buy and they do
not know about it? What if they lose your website address? What
if they just forget about you? A newsletter will prevent these
things from happening.
That depends on various factors. Some businesses contact their
subscribers as often as every day, others as infrequently as
several times per year. What works for you depends a lot on what
you are selling, what information you can give them, how often
your subscribers will want to hear from you, etc.
A good rule of thumb for many businesses is once per week. Twice
a month if you really feel that is the most you can do. More
often and the customer may unsubscribe or routinely delete your
messages. Less often and you’re allowing your competition the
chance to win over your potential customer.
WHAT DO I WRITE ABOUT?
Are you very informed on the product or service? Do you have a
lot of contacts? Can you point out related products or services
they might be interested in?
You do not need a long newsletter. A sale alert or announcement
of a new service or product can do just as well for some
businesses, while others find a tips format more suitable.
Industry news or ‘How to…’ and ‘Top 5…’ topics are a good
idea and always try to make a connection between the newsletter
and your product or service. Subscribe to several competitors’
newsletters (they will surely be subscribing to yours). Use a
free email account to subscribe and see what they are providing
KEEP IT CONSISTENT
It’s amazing the amount of newsletters that abound online.
Because of this subscribers can forget which ones are legitimate
and which are spam.
Keep your format consistent so your newsletter becomes visibly
familiar. Also indicate that the subscriber requested the
information and provide an unsubscribe link on EVERY issue. You
must do this if you want to limit complaints or spam reports.
Your newsletter deserves time and attention – it is the voice of
you and your business and will help you to build relationships
with your customers (and potential customers) in a way that no
other tool can.