Courtesy calls, direct mail, social media—there are many ways to stay in touch with your customers and build loyalty. Among the proven communication tools is the classic newsletter. How can you ensure that your company’s newsletter is effective? Here’s a quick guide.
The importance of added value
First, remember that your customers receive a lot of emails every day, including—you guessed it!—newsletters. Always keep in mind that, for yours to be read, it must provide added value. Take care to choose content most likely to capture the interest of your target audience. The following seven topics tend to be winners:
1. News about your industry
Use your newsletter to show that your company is on top of trends, news and innovations in its sector. It strengthens your credibility and positions you as a leader in your field of expertise.
2. Updates about your business
Launching a new product or service? Updated your space? Hired a new HR director? Announce all these items—exclusively or not!—to your newsletter subscribers.
3. Exclusive promotions
Whether it’s Black Friday, Cyber Monday, Boxing Day, Valentine’s Day, Easter or another noteworthy time of year, you have everything to gain by highlighting enticing promotions in your newsletter—and offering an exclusive promo code!
4. Achievements you’re proud of
Has your company won an award for product excellence? Was your latest event a huge success? Does one of your creations perfectly capture your unique style? The newsletter is the ideal place to highlight it.
5. Tips for using your products
Include recipes, tutorials or styling tips, depending on your area of expertise. Such content will build loyalty by inspiring your readers to rediscover your products and services.
6. Your job openings
In theory, the person who subscribes to your newsletter appreciates what you do. Some of these could be high-quality, enthusiastic job seekers who might want to join your team. You have nothing to lose by posting your job openings in your newsletter.
7. Links to your blog posts
Does your company run a blog? In your newsletter, add a short description of the article you want to share and insert a hyperlink. If readers click on it, it’ll increase traffic to your website, which is beneficial for its SEO.
Finally, be sure to thank your loyal customers regularly.
The right sending frequency
Studies show that newsletters offer an excellent return on investment. However, you should send them only if you have something interesting or relevant to say. If your customers lose interest in your brand, they’ll likely delete your emails without opening them. They might even unsubscribe!
Several factors should dictate your sending frequency, such as:
- Your available content
- Your subscribers’ habits and expectations
- Your internal resources
Keep this golden rule in mind: too few newsletters will make them forget about you, but too many will make them tune you out!
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