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Written by Scott Koegler
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Most customers stop doing business with one company and switch to another because they perceive that their current supplier (you?) doesn’t care about them. These customers become easy prey to sales efforts promising to give them the attention they deserve. These 7 Principles will help you make the most of your newsletter efforts.
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Written by Scott Koegler
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Develop a structure and a set of sections that will appeal to your customers. Your newsletter should inform and entertain your customers; it’s not a sales letter. Involve your customers with articles for about them. Give them hints and tips about your products and services that help them to make the best use of them. Get their feedback by asking questions, and use a survey tool to gather their collective attitudes.
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Written by Scott Koegler
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Don’t be vague in your message. If you have a point to make, do it clearly and directly in the first one or two sentences of the article.
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Written by Scott Koegler
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Newsletters can be passive or active.
If you are able to involve your customers in your newsletter they will begin to “own” it.
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Written by Scott Koegler
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Every one of your customers is different. You already know that because you spent the time and effort to get to know them through the sales cycle. So, treat them as individuals.
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Written by Scott Koegler
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You already know who your customers are, and probably already correspond with them via email. Ask their permission to include them in your newsletter mailings. And if they `say no, by all means don’t include them.
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Written by Scott Koegler
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Decide what sections you will present before you send out your very first newsletter. Spend time reviewing what you will be sending and make sure it includes everything you want to communicate both now and in the future. |
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Written by Scott Koegler
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Just as in show business, “The show must go on!” NEVER miss an issue. Start out with a conservative publishing schedule, one that seems much too easy. Once you get used to the routine, you can always increase the frequency, or publish an “Extra” edition if necessary. Cutting back on your publishing schedule sends a message that you’re not interested in maintaining the effort, or that it’s just too much work. In any case, it’s exactly the opposite message from what you want to communicate.
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