Using printed newsletters to keep in touch with your customers

Printed newsletters – part of your marketing arsenal?

Printed newsletters can be used to attract new customers, increase repeat business from existing clients, enhance your company’s reputation as an industry leader and improve customer communications. However, printed newsletters will only be effective if they are carefully constructed and look and feel high-quality. Here are some ideas and tips to help make your customer newsletter more effective at engaging current and former customers and generating sales.

Make it relevant!

Attract more readers, and more potential customers, by featuring articles that offer useful and relevant tips related to your company’s area of expertise. These should be tips that are useful to readers regardless of whether they do business with you. For instance, a home-security company might offer crime-prevention tips in its printed newsletters. A hotel conference centre might offer meeting planning tips in the newsletter that it sends to corporate clients. These “free tips” articles are not only a good way to demonstrate that your company is an industry expert and is concerned with helping its customers – they also draw in a wider range of readers who will get hooked on the newsletter and read your other more sales-oriented articles.

Feature testimonials and case studies from satisfied clients

Add customer testimonials to make your newsletter more impactful. Customer testimonials can be extremely persuasive to potential clients. You can use these testimonials in several ways. The most effective way is to do a feature story on one of your satisfied clients. Interview the customer and quote the person as to how beneficial your products have been to him or her, how helpful your company’s employees were, how he or she would recommend your company to others, etc.

Maximise your newsletters exposure

Maximise your newsletter’s exposure, and you’ll maximise its results. If your company is going through the time and expense of publishing a newsletter, you’ll want to get maximum exposure out of it. Here are some suggestions;

  • Mail your company’s newsletter to all former and current customers. Also, send it to potential customers who may have requested information on your products in the past, but have never ordered from you.
  • Give your salespeople copies of the newsletter to hand out on sales calls. Asking potential customers if they’d like a “free newsletter full of valuable ideas and tips,” is a great door-opener and conversation starter for salespeople who make cold calls.
  • Send the newsletters to all potential clients who may have a strong interest in certain articles. If you did an article in your newsletter about how a local bank is saving thousands of pounds in labour costs because of a new computer system that your company installed, send a copy of the newsletter to all other banks in your service area.
  • Place a stack of newsletters at your places of business, wherever customers visit. This may include your office lobby, a retail store or showroom.
  • Give out your newsletters at your company’s tradeshow and exhibition booths.

Write your newsletter’s articles objectively

A newsletter’s stories should be written more objectively, like the articles you’d find in a newspaper. Base your articles on factual information and write them as if you were a neutral third party. Also, when you insert opinions into your stories, make them into quotes and attribute them to the proper people in your organisation, just like a newspaper would.

When using printed newsletters in your marketing arsenal, you’ll want to consider the paper it will be printed on. It’s equally as important as the design. Print and materials can add an extra dimension to your campaign. There are an endless array of paper types, colours and textures which give your newsletter a superior feel. Whether you’re looking for an eco-feel, a luxury sensory effect (we have a fantastic soft rubber touch laminate, for instance) or a modern clean and crisp look, there’s a whole world of ideas and materials out there to help you. Sign-up for your free print guide today.