Building Lasting Relationships to Drive Sales
If there is one thing that just about everyone agrees about on the subjects of marketing and selling, it is that follow-up is the single most important and least used strategy.
A newsletter featuring trade news, tips, customer success stories, and useful information about your industry, products or services is an excellent way to establish and grow your relationship with customers and stimulate sales.
What Makes a Customer Read and Remember Your Newsletter?
Compelling content is the single most important characteristic of any successful customer newsletter. Compelling newsletter content:
- Delivers something of value to your customer: It is not simply an advertisement for your company.
- Solves a business problem: Provide suggestions to help businesses save time or money. Offer ways to increase the number of customers or sales per customer.
- Informs: Recognize that your customers want to stay on top of new developments but often lack the time to stay informed about every topic of importance. Identify topics that have interest to many customers and provide insightful content.
- Contains subject matter that is specific and relevant: Vague, general content will not hold any reader’s interest. Make sure that you research your subject matter and include details that your customers can relate to.
- Provides unique ideas: or perspectives.
- Is well written, in language that is both grammatically correct and easily understood.
Other characteristics of a successful customer newsletter:
- Design: An attractive newsletter layout and design makes it easier to read and presents the best image for your business.
- Timing: Your newsletter should arrive regularly. It is important to establish a schedule for your newsletter at the outset so that you have a commitment to deliver your newsletter.
- Frequency: There is a delicate balance between too often and not enough. A rule of thumb is: send your newsletter no less than once per quarter. Monthly newsletters are well received, but more frequent newsletters, if they contain extremely time sensitive content, may also be appropriate.