Every marketer knows, it’s easier to retain (and make more sales to) existing customers than it is to find new ones. But how do you keep selling to existing customers? Customer newsletters are the answer. So let’s look at The What, The Why and The Who of regularly sending newsletters to your customers.
The What
Newsletters, blogs and EDMs are essentially articles or emails that you send directly to your database (or client list). I’m going to call them newsletters.
Customer newsletters can be any length and can range in size from a short but useful tip to a multi-page article or series of articles.
Whatever you choose to do, you need to ensure:
- The content is interesting
- You have clear goals and reasons for having a newsletter
- You consistently send out your newsletter – that could be weekly, fortnightly, monthly or quarterly
For more information on how to get your newsletter read, here’s a blog on “Are newsletters a waste of time?”. For information on working out topics for your newsletters, read this blog.
The Why
There are 4 excellent reasons why it makes great marketing sense to send newsletters to your customers. They are:
Reason 1: Selling more to current or past customers is cheaper than finding new customers
In marketing research, lots of numbers are thrown around but the consistent theme is, it is cheaper and easier to encourage current or past customers to buy from you again than it is to find new customers. The reason is, they already know you and hopefully they also like and trust you.
Reason 2: Newsletters help to educate existing customers about your other products or services
Did a good customer go elsewhere to purchase a product or service you provide? It usually happens because they aren’t aware you can help them. This occurs because new customers come to your business seeking a particular solution. That’s what they are focused on so they don’t look at anything else you do. Sending a regular newsletter will education customers on your full range of products and services. (But make sure it’s interesting.)
Reason 3: Newsletters remind people about who you are and what you do
Ever had a great experience with a business and then forgotten their name the next time you need them? I have. That’s why newsletters are great. They are a regular reminder to previous customers about who you are and what you do. Newsletters may also prompt happy customers to recommend you to others and that’s the best (and cheapest) way to find new customers.
Reason 4: Repurpose your newsletter articles for your social media platforms & to boost your website ranking
To get the greatest value from your newsletters, add the articles to your website and post them on your social media platforms. This great content will help you boost your search rankings and therefore, attract more potential customers to your business.
The Who
When collating your mailing list, you need to understand the anti-spamming legislation. I find this summary from the Australian Communications and Media Authority useful.
Whether it’s in business or in life, communication is always important
The basis of all good relationships is communication and in business, good communication should happen before, during and after the sale – whatever your product or service.
At Consider It Done Australia, one of our specialties is writing articles and customer newsletters for our clients. We don’t lock people into fixed term contracts. Instead, we prefer to win client loyalty by producing content that works.
To chat about ways a customer newsletter could keep your customers coming back for more, get in touch with us. We look forward to hearing from you.
