MARKETING NEWSLETTERS - Why no news isn't always good news
The newsletter is one of the most universally popular marketing tools used in all industries and can be a subtle and dignified way of promoting your business. They can be a great way to regularly communicate with your customers and clients. If done right they can be perceived as a great service rather than an agressive hard sell.
Marketing newsletters can be used to:
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Enhance your image and expand into new regions. |
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Convey valuable information about your business and your services. |
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Give the impression that you are concerned about your clients interests. |
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Present a professional, winning image. |
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Demonstrate the permeance, reliability and consistency of your company. |
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Display your willingness to serve others. |
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Say something good about your company on a regular and frequent basis. |
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Give your company repeat exposure, thereby increasing the chances of new business. |
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Break down barriers and establish bridges of trust by showing your company really is about people, people, people. |
A common misconception
A common misconception about newsletters is that after distributing the first edition you will receive an abundance of enquiries for their service. This is rarely true. Newsletters are about building relationships and are designed to give the reader a positive experience that sinks into the back of their mind so when they do need your type of service, you are who they call. If your newsletter campaign is not followed up on a regular basis then your community may soon forget.
Tips to producing a better marketing newsletter
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Establish a clear objective/purpose for the publication. |
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Define your target audience so you can tailor your message more effectively. |
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Publish articles that are topical and informative. Tell them something useful they didn't know before. |
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Give readers an incentive to contact you. Throw in a response device or information request. |
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Encourage them to circulate your newsletter. |
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Add a case study or testimonial. |
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Don't talk only about yourself. |
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Make sure it is reader friendly - have a good visual mix and don't get too fancy with fonts. |
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Keep your stories short, simple and clean. |
Need assistance?
If you need assistance designing your newsletter and compiling interesting content for your newsletter, contact Rebecca Mitchell direct on (02) 9997 1909 or via email.
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