How Newsletters Can Build RelationshipsJuly 7th 2011 Sally Ormond copywriting tips, marketing tips, Newsletters
Keeping in touch with your customers will set you apart from your competition.
All too often businesses take your money and wave goodbye. But they’re missing a trick. Regular contact with your customers (and prospective customers) is vital because it keeps you in their mind when they’re in need of your products or services.
An effective way of doing that is by producing a monthly newsletter.
Many businesses stumble at the first hurdle because they don’t know what to include.
Your newsletter can be used to convey great information, industry updates, special offers, announcements, helpful hints—anything that will add value to your customers.
Of course a newsletter isn’t a lot of use without anyone to send it to. The best way to develop your mailing list is to grow it organically—home grown will always bring in better results than a bought in list.
Here are 3 ways to ensure your newsletter works:
If you want someone to opt-in to your list you have to make it easy for them. If you hide the opt-in form deep within your website they’re not going to go looking for it.
Make sure your sign-up box is highly visible, preferably on every page and simple to complete.
Make sure you also make them aware of what you’ll be sending and how often and reassure them that you won’t share their details with anyone else.
Your content shouldn’t be overly promotional and whatever you do, don’t jump in immediately with a sales pitch.
Start with a recommendation, article, or comment on industry news. Follow that up with a hint or tip that your customer will find useful. Once you’ve given them something for free you can then bring in your offer or a case study to promote your products/services.
If you’re still stumped and have no idea what to write why not enlist the help of a freelance copywriter to write the content for you.
3. Two way traffic
Make it easy for your reader to interact with you through your newsletter.
After reading your news they may want to get in touch so don’t use a “no-reply” email address. Make it simple for them.
Always remember that your newsletter is about adding value to your relationship not selling. Be generous with your information as this will develop trust and with trust comes sales.