Newsletters Serve Many Masters

There has been an uptick in newsletter interest from clients of all industries. When they are done correctly, they’re well worth the investment. Email newsletters are especially cost effective, thanks to a variety of good email marketing tools that are free. The secrets to a good newsletter that people will open and read are to have a strong purpose and to take the time to set it up properly.

Define Your Purpose
A newsletter can serve a lot of masters. It can keep people informed about events. It can tell people about new services and equipment that can be beneficial to them. A really good newsletter also provides tips and ideas that make your clients’ lives easier. In providing these types of information, you form a bond with clients. Clearly define what you want to communicate in your newsletter, and it will have a greater impact on your business.

Give it Some Thought
A thoughtful approach to creating a regular newsletter will help you manage the time it takes to create it. Sit down with your select team of potential contributors and discuss who is best suited to provide certain content. If need be, decide who will be the editor. This person needs to make decisions and gather all articles together.

Think about when you’d like each issue to come out. Monthly is usually frequent enough. While it seems like it might be too frequent for you and your staff, take the time to plan out a few issues in advance. This becomes easier! Within a couple of months, you will likely be breezing through the content, or sitting on a pile of articles that you have to save for next time. The latter is a great problem to have! A quarterly schedule may be better suited if you don’t have a lot of regular content, or if you have less frequent, seasonal messages to convey to your audience.

Be on the Customer’s Mind
If you think you’d like a newsletter, or any other type of communication piece to enhance your marketing, think it through, and don’t be afraid to reach out for help if you get stuck. I have seen clients wait months or years and miss out on building a connection with their audience that builds loyalty. The most important thing is to keep in touch with your customers so you’re always on their minds.