Keep the conversation going…

Newsletters are a great way to stay in touch with your best customers. That’s because they can be cost effective, informative and get your sales message across too.

Although finding new customers might be one of your priorities, you should never neglect your established customer base.

After all, these are the people who believe in your brand, like what you can give them, and are most likely to use you again in the future… as long as they don’t forget about you, of course.

A simple newsletter is a single A4 sized page, which can be sent by post or over the internet. Of course, an e-newsletter is much cheaper to produce and send than direct mail, although statistics show that direct mail works better.

A typical newsletter will usually contain one large display advert for your business that can occupy anything up to half the page. Then, it will have a column down the side for your stories, which can contain any of the following:

Details of a new product, service or promotion, cut out and use vouchers for money off, information about a special event, or a profile of a new staff member. But that’s not all…

If you’ve been involved in charity work: tell people about that. If you’ve been nominated for an award: tell people about that. If you’re running a competition: tell people about that.

In fact, there are usually at least a dozen potential newsletter stories within your business if you just look for them.

Each story only needs to be between 30 and 100 words anyway, so you don’t need to write a novel.

Finally, an extra trick is to add a crossword, word search, or Sudoku puzzle at the bottom of the page to encourage people to hold onto your newsletter rather than to just dismiss it.

But remember, your newsletter’s results will only ever be as good as your contacts list. So if you don’t already, it’s a really good idea to collect and keep customers’ contact details for this purpose.