25 Key Benefits that your business will gain when you use Customer Relationship Newsletters in your marketing mix…
Newsletters are the ideal media for a business operator wanting to enhance business value: To shore up its good-will value a business needs to cement relationships with customers, minimise cost of sale in a period prior to being sold and demonstrate the strength of its customer loyalties.
Newsletters are the most effective, most attractive way of getting a message to current and prospective clients because they can achieve higher levels of ‘reach’ and ‘target penetration’ without dollar wastage through audience spill-over into other market sectors.
- Newsletters are the ideal media for a business operator wanting to enhance business value: To shore up its good-will value a business needs to cement relationships with customers, minimise cost of sale in a period prior to being sold and demonstrate the strength of its customer loyalties.
- Newsletters are the most effective, most attractive way of getting a message to current and prospective clients because they can achieve higher levels of ‘reach’ and ‘target penetration’ without dollar wastage through audience spill-over into other market sectors.
- Newsletters can be used to provide additional information about your business, your products and your services that existing clients may not be aware of.
- Newsletters can be made to be relevant and timely to particular client needs, reminding your clients that you are aware and concerned for their interests.
- They’re a dignified, subtle way to promote your business with a remarkable level of hidden power.
- They present a professional, winning image to current and potential clients.
- They can ‘position’ you and your company as the experts on the subject – because you’re the one recognised as the source of information.
- A newsletter can be the one tool that ‘differentiates’ you from the opposition. This can be particularly useful where people regard you and your competitors as being much the same – eg real estate, financial advisors and many other service providers.
- The tips and advice given in your newsletter displays your willingness to serve the client.
- You can reward and give recognition to clients by featuring stories about them.
- Your newsletter displays your permanence, reliability and consistency.
- You can maintain ‘piece of mind’ without shouting at your customers through ‘raucous advertising’.
- You can give your clients a feeling of exclusivity and status. “We receive a special newsletter – offering advice, tips, special offers, previews to new model releases or sales from our service provider. Does yours do the same?”
- They’re a great way to introduce new staff, services and products.
- They’re not canned and impersonal like junk mail.
- They can educate both your employees and your clients in a non-threatening way.
- They can be a welcome hand-out at meetings and seminars
- You can demonstrate expertise within a company by featuring an employee’s skills and special qualifications.
- You can engender a surprising level of good-will and a feeling of ‘recipricocity’ by giving people useful, interesting information.
- You can use case studies to illustrate the use of your products/services. This provides prospective clients with a demonstration, a story and a testimonial all in one.
- You can conduct competitions – give aways – test trial-offers to a particular group without making them general knowledge.
- You can separate your information dissemination to particular market segments – eg by simply sending newsletters with different front pages to different market sectors.
- You can enhance your chances of gaining add-on sales by discussing additional products or services that offer particular advantages.
- Your newsletter can engender a feeling of friendship between you and your clients so enhancing customer loyalty.
- Your newsletter will show your customers that you care for them – you recognise them and you value them. These are the aspects that customers want from their service providers and rarely receive.
Turn ‘expenditure’ into ‘investment’
Most business operators tend to forget that in attaining customers they’ve invested a serious amount of dollars in getting them.
They seriously waste this expenditure if they fail to appreciate that customers have a lifetime value and they’re left to slip away.
If your customers have the potential for buying from you again, then they should be treated as potential ‘lifetime customers’….and though you may not retain every one, you enhance your chances of getting their repeat business through maintaining contact with a well crafted customer relationship newsletter.
Research conducted by international marketing experts Saatchi & Saatchi and Dartnell & Co found that customers want to be cared for – they want to belong.
“Customers actually crave relationships. They want to be recognised, appreciated and they want to be loyal!”
So why don’t you let them?