Newsletters are a simple way to keep in touch with your customers – to let them know you exist, that you care about them and that you want to share information with them.
But they should not be platforms for your own internal gossip. Customers are not interested in the fact that someone has had a baby; passed an exam or got promotion. What they want is news they can use.
And invariably that means useful information that re-inforces your professional image; news that shows you are abreast of the latest industry trends; snippets promoting your next seminar or networking opportunity; and some interesting and useful tips. It’s all about ‘added value’.
Nowadays, most people use e-newsletters – because they are cheaper to produce than printed versions; you can monitor whether they are opened and can ensure that they arrive at the desk of the person to whom they are addressed thanks to the accuracy of email. You can even monitor whether links to your website from specific articles have been activated – which is invaluable marketing information.
The other great advantage that an e-newsletter offers us as a medium is permission to “sell” – something that other online communications like blogs and online articles should never be used for. This is why you’ll often see them used effectively by retailers to promote new products, discounts and offers.
If you are not dealing with your customers/clients on a regular basis due to the nature of your work – contact can so easily be lost; and that could lose you business.
Newsletters are only one way to ‘keep in touch’ with customers – we have run training courses for some of our clients outlining all the others as all businesses strive to strengthen their grip on their existing customer database.
Peter Corder
Managing director
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