Get your newsletter right and you will have an effective customer retention and referral tool all rolled into one.
1) Newsletters can help you keep customers:
It’s estimated that 68% of customers leave because they think you don’t care. Whether you are in a B2B or B2C market, sharing information in your newsletter helps to build trust and establish rapport. It also helps to keep your company in their minds, and reminds them of your expertise, successes and services.
2) Content is king:
If the content is good enough in your newsletter, it will not only help you keep customers, but can bring some new ones. Good content gets passed along, and when it does, the person passing it along effectively gives you a referral.
3) Build credibility:
Like newspapers, people read newsletters as publications, not as marketing or sales pieces. It’s very different to a company brochure, which people read as advertising in turn making them naturally resistant to the message. By sharing useful articles with your customers about your industry, you can set yourself apart as an expert in your field.
4) Stand out from your competition:
Most companies don’t do newsletters or e-newsletters. A newsletter can be a key differentiator, helping you to stay in regular contact with your customers and provide them with valuable information. While your newsletter recipients might not need your product or service when they receive the newsletter, you’re continually planting the seed that you are the perfect person to turn to when they do.
5) Engage and entertain:
If you are going to create a company newsletter – whether print or email – go the extra mile and make it entertaining. There are more millionaire entertainers in the world than there are millionaire teachers, so by all means educate your customers in your newsletter, but don’t forget to add in something a little lighter along the way.
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