Publishing a regular newsletter — weekly, monthly or quarterly — keeps your company’s name in front of customers and prospects. Maintaining regular contact is important if you operate in competitive markets and there are long gaps between each purchase. A newsletter program costs less to run than a large-scale advertising campaign and is less intrusive than a visit from a sales representative or a call from a telemarketing agent.
Newsletters keep customers and prospects up to date with developments in your company. By selecting the right content, you can keep your audience informed on topics such as new products, special promotional offers and your company’s participation in exhibitions and conferences. You also can use newsletters to inform customers about your financial results and any important executive, sales or customer service appointments. Keeping customers informed about developments ensures that they are aware of your company’s status as an innovative, well-managed supplier.
A newsletter is a useful medium for demonstrating your company’s capability. Publishing articles commenting on important issues in your industry or reviewing recent industry research indicates that your company has a good understanding of the challenges and opportunities facing your customers. Articles that demonstrate your technical expertise can help to position your company as the leading experts in your industry. You also can publish brief case studies showing how you solved problems for your customers.
Newsletters help to build relationships with your customers through regular communication and high-value information. Articles that provide helpful technical or business tips demonstrate how your company can help customers improve their own performance. You can build a sense of community and strengthen relationships further by encouraging customers to contribute articles or comment on your own content.
Analyzing newsletter data can give you an insight into customers’ preferences and interests, helping you offer a more personalized service. Email software is available that provides data on the number of newsletters opened, indicating the appeal of each issue. By including links to further information in the articles, you can measure the response to each article. Sending and monitoring follow-up email to readers who request specific information helps you gain further insight into individual customers’ needs.