Newsletter Marketing


We all know the old adage that you have to make seven impressions on a prospect before they buy. We also all know that it doesn’t always happen because we are fickle creatures and we all have different motivations that make us part with our hard earned cash.


That is one of the best sounds when you’re in business.

Happy customers are customers who come back again and again and spread the word about your company. But how can you be sure they’llĀ  remember your name when they need your services again? Let’s face it, it could easily be a year or more and time does have a tendency to
erase the memory.

The answer is simple…

How effective is your newsletter?

I am assuming you send out a newsletter.

You do, don’t you?

If not, you’re missing a great marketing opportunity. Not only does your newsletter act as a reminder to your customers that you are there whenever they need you, but it also acts as a great sales tool.

Of course to get people to sign up for your newsletter you’ll need to offer them something. It could be anything from a free eBook to tips and advice. But whatever it is, it has to add value to the buyer-seller relationship.

Don’t become a one-trick pony

Don’t use your newsletter purely as a sales tool – that will just lead to a flood of unsubscribers. Use it as a way of adding value to your relationship with them:

  1. Give tips and advice
  2. Tell them about the other services you offer
  3. Use it to convey special offers
  4. Provide information they may find of interest

An offer perhaps once a quarter is enough, any more frequently than that and they’ll get fed up, unsubscribe or just stick you in the junk mail.

Of course, the biggest problem any business faces with this kind of marketing is finding the time. If your newsletter is going to be effective it needs to be regular. The odd intermittent issue will leave your readers wondering what’s going on. Of course, running a regular newsletter requires:

  • Time
  • Content
  • A creative flare for putting it all together in aninteresting way

You may already have this covered by a member of staff, but if it is one of those jobs that is constantly pushed to the bottom of your ‘to-do’ pile, perhaps you should consider outsourcing and leaving someone else with the monthly headache.

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1 comment so far ↓

#1 Kelly on 07.09.09 at 6:05 am

Thanks for the article and tips. I receive a lot of newsletters and it’s a good way to keep up with the company. I rarely unsubscribe but when I do it’s because they e-mail me too often.

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