Using Newsletters to Reach Customers

Keeping in touch with customers is more than sending sales offers.  Good correspondence should include items that are of interest and benefit.  Be sure that the format is pleasing to your readers. Often less is more. Don’t clutter your newsletter with ads or marketing material.  Spend time to optimize your content and format so you get more readers that look forward to each issue. Choose a format Format is a personal choice, but be sure that you choose a format that is pleasing to your readers.  Depending on your industry and customer base, you may have long or short articles. There are many ways to test format, but be sure to test and modify.  You can test with a select group of customers or you could create several formats and see which one works the best.  Both of those strategies take time.  At a minimum, track the opens and clicks from each issue of your online newsletter. If … [Read more...]

Wait! Before you send that email…

… go visit your customer or pick up the phone or look over the cubicle to see if anyone’s home. In this fast-paced, digital, virtual world, we often opt for the electronic message and the virtual experience. There are many amusing stories like the students that text message as they walk past each other at school; parents that are amazed their offspring will answer a text message, but not a phone call; and musing over the abundance of tweets about the cuisine for breakfast, lunch and dinner. At the risk of seeming to be “way back in the 90’s,” opt for the personal interaction and show someone that you really care.  There is nothing like a happy voice or a smiling face to make us feel human. Time for full disclosure, I read and send many emails – too many emails. I text a little and tweet, but I do enjoy talking on the phone and face-to-face conversations.  Most people do. Being … [Read more...]