Tips on Publishing a Winning Customer Newsletter

A customer newsletter is an economical way to spread awareness of your knowledge and services in a particular area. It can build relationships with your readership, create brand awareness, help generate referrals and allows you to provide information that is relevant to your customers in a more timely fashion.

But most company newsletters fail to generate the excitement and leads by failing to address what readers are really interested in. Here are some ideas on how to get the most from your newsletter.

Customer Focus: Stories about your business, unless they provide some meaningful value to the customer, are a waste of time. Stick to stories customers want to read!Engaging Content: Only supply articles that are of interest to your target market. To establish this you may need to ask them what they want. Don’t be tempted to supply irrelevant filler material as nothing will dis-engage or bore customers quicker.

Testimonials: Customer testimonials can be very persuasive to prospective customers. Consider adding a feature story or an interview with one of your satisfied customers.

Consistency of Delivery: The more regularly you communicate with your customers the more likelihood that you will be “top of mind” when they do come to purchase. But before committing to a weekly, monthly, quarterly or annual newsletter assess your resources and ability to deliver consistently and ensure that you deliver on time as promised. It’s better to under promise and over deliver!

Marketing: Your newsletter is a marketing tool, so don’t forget to include a compelling offer that will encourage the customer to contact you. Discounted services, contests and giveaways can create goodwill and generate extra sales.

The little things: Ensure your contact details are located at least on the front and last page of your newsletter.

Track the effectiveness of each article as this will help you gauge whether or not you are meeting your customers needs and will help decide content for future editions. Provide links to your website especially any products or services you feature in the newsletter.

Include a note on free subscription to the newsletter and a message for customers to forward to their friends and colleagues – this will help you grow your newsletter readership base.

Maximise your newsletters exposure by placing it in strategic places such as reception area, trade shows, with referral partners and place on your website.

Done correctly your customer newsletter can be a great way to improve communication lines with your potential and current customers and generate increased sales!

Richard Kemp – Watts Price Accountants
E: richardk@wattsprice.com.au

The advice provided on this Article is general advice only. It has been prepared without taking into account your objectives, financial situation or needs.