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.
HOW OFTEN?
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 their customers.
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.
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