by: Jim Palmer, The Newsletter Guru (GKIC-Philly Chapter Member)
Newsletters are so darn effective because, if done correctly, your customers and prospects READ THEM!! And guess what? When your customers and prospects read your newsletters and enjoy them, they’ll look forward to getting future issues and reading what you have to say! Just think of it – in a low-key, informative (nonmarketing!) manner, you are communicating with your customers. Do not underestimate
how vital it is that you regularly and effectively communicate with your customers. I truly believe that dollar for dollar, newsletters are the most effective marketing tool available.
For most businesses, current customers hold the best prospects for future growth, with both repeat and referral business. Newsletters increase name-brand awareness, effectively introduce new products or services, and highlight success stories (but not too much about business) – keep your newsletters light and entertaining. In addition, customers who read your newsletters are usually in a good position to recommend your company to others, and that, my friends, is called referral business!! Remember, a prospect who contacts your business after being referred from a satisfied customer, well, let’s just say it doesn’t get much better than that!!! In future issues, I’ll discuss what you put in your newsletters and how frequently you should publish. I’ll also address the question I am most often asked, “Can I save money with e-mail newsletters?”
Stay tuned!
