Keep the customer conversation going with a newsletter

Sending informative and entertaining newsletters is a prime way to stay in touch with your best customers. That’s because they are 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.

Indeed, 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… providing they don’t forget about you, of course.

A simple newsletter is a single page, which can be sent by post or over the internet. Obviously, 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 columns for your additional content, 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 it. If you’ve been nominated for an award, tell people about it. If you’re running a competition, tell people about it.

In fact, there are usually at least half 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, so you don’t have 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 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.