Communicating with customers is a cornerstone of any advertising strategy, but it’s often neglected for a variety of reasons. That’s where a customer newsletter program comes in handy — the channel is established, all you have to do is come up with a message or two every quarter. In order to get the most value from your newsletter program, consider the following suggestions for your personal content:
Picture your customers, and think about what they’d like to receive from you. What can you say that will enrich your relationship? A picture is worth 1,000 words — what can you show them?
Offer coupons and track the results. Coupons with an expiration date are a call to action and can get the phone ringing. Customers are savvy — be sure to make the coupons valuable. Check out your competitor’s coupons and offer something better or different.
Make sure your customers are aware of your full line of products/services. Don’t assume they know you offer duct cleaning or plumbing. Your newsletter is the ideal format for telling them all the equipment you sell and service. Repeat this in a small box in every newsletter. Make your stories personal so the customer begins to know things about your business that separate you from the competitors. Do you sponsor the local soccer team? Are your employees involved in the community? People like to do business with people. Show them who you are.
Find co-op funds. If your newsletter is 1/2 price, your ROI just doubled! Manufacturers are obvious choices, but there are other sources as well.
Consider using your newsletter to “farm” an area. Real estate agents do this with great success. We can help you pick an area of town where you’re already successful and purchase a mailing list of upper income, owner-occupied homes in the vicinity. Experiment for a year on a small quantity, and track the results.
Ask your customers for referrals! A satisfied customer is your best salesperson. Reward them when they send a referral your way.