Newsletters are a great way to communicate with your prospects and customers to let them know about your new products, services, or even an event that you are holding. It is also a great way to educate them on the value of your product or service and why they should buy from you. Remember the goal is to build name recognition, relationships, and promote your product or service.
Relevant ContentYour newsletter not only has to be relevant but also interesting. You need to write about topics that are of interest to your audience while at the same time educational. For example, if you were in the RV business you could have a newsletter about opening up your trailer in the spring. You would provide a number of tips on what they should be doing. There should be some reference to the parts or supplies that they will need and of course that you happen to stock them. Some people will look at the list and decide it is too much work or too difficult and leave it to the professionals (you I hope). The “do-it-yourselfers” may choose to purchase what they need from you. If I had an RV, I would appreciate this newsletter as you have helped me with an important task that needs to be done.
Make it Attractive and Easy to ReadWithin a few moments, your reader will determine whether or not they desire to look at the newsletter, so you need to grab their attention! Use bullets and appealing headlines. Use appropriate graphics as a picture is worth a thousand words. Be short and to the point. You can always direct them to your website to find out more about the topic.
Two Way CommunicationsLet your readers provide feedback on the newsletters so you can determine what they like and dislike. Remember, you know your business inside and out, so sometimes it is difficult to communicate to your readers who are not as knowledgeable as you are. Also readers can come up with new topics you did not even consider. Finally, having a say gets the prospect in a closer relationship with you which in turn makes them closer to a sale.
Contact InformationDon’t forget to let the reader know how to contact you: company name, phone, email, website, address, store hours, and any other information they might need. Don’t assume the reader knows where you are located.
System to Manage Newsletter ProcessMost likely you will have multiple product lines (Marine/RV) and multiple customer types (wholesale/retail). You want to know which prospect/customer is in which group so that you can then send them an appropriate newsletter. This is something that your business management system should easily be able to do. Prospects/customers can be in multiple mailing lists, another thing you will want your system to be able to do. If your business management system can handle the logistics of sending out your newsletter, then you only have to worry about content and design of the newsletter. If your business management system does not do this, look to a professional for help (me I hope).Create a newsletter that provides value to your reader not a tribute to yourself. If done right, readers will be waiting for the next newsletter so they can learn more. When you are seen as the expert in the industry and the company that is going out of their way to help them; who do you think they will buy from?
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