Newsletters – communicating directly with loyal clients

I have to admit when I initially think of a ‘newsletter’, they still sound a little old fashion to me! But forget a physical piece of paper screwed up in the bottom of your school bag!
Email newsletters are very popular and are a great way of staying in touch with loyal clients and introducing yourself to new ones. They definitely should be part of your regular marketing campaign. You can send newsletters as an attachment or (and very simply these days) as an email itself, which is bright, colourful and eye-catching.
If you think of your website as a ‘window to your business’, then your newsletter offers the ‘point of sale displays’ – like ‘new’, ‘sale’ or ‘special discount’. I hope that analogy makes sense!
A newsletter is the best place to highlight what you have been up to, your latest offers or new products, and perhaps even a competition launch. Naturally, it also drives people back to your website…which thanks to my advice is now ever-evolving and regularly updated with blog posts!!!
A newsletter, arriving in a client’s inbox, reminds them you are there. It can help build loyalty and with a well-written, informative newsletter you can really stand out from the competition.
Like blogging, have a think about what you can include and how often you can commit to sending one out. Regularity is key, even if that is only quarterly…or possibly even an ‘annual round up’, if that’s all you can manage at the moment. Use your website and social media pages to encourage people to subscribe and don’t worry if your ‘newsletter group’ starts off quite small – it will grow. You can even include past newsletters on your website (more new content…yay!).
Remember not to spam! You must have permission to use any clients’ emails you may have in this particular way and, even after subscription, make it very clear how to unsubscribe.
The most popular newsletter ‘provider’ seems to be MailChimp, but there is also ConvertKit and Campaign Monitor  – so take a look and see what suits your business.
Finally, if my this blog post hasn’t quite convinced you, take a look at these “Top 10 reasons to have newsletter”, which I found on the Business Zone website (which is no longer there!):
  1. Newsletters create a more personal and intimate connection with your prospects and clients
  2. Newsletters keep you in front of your target market until they are ready to buy
  3. Newsletters ensure people don’t forget about you
  4. Newsletters give you a platform to display your expertise on a deeper level
  5. Newsletters help to generate customer loyalty
  6. Newsletters belong to you – there’s no dependency on social media trends or terms of use
  7. Newsletter lists are one of the biggest assets your company can have
  8. Newsletters give you the opportunity to really get to know your customers
  9. Newsletters save you money by nurturing existing leads and allowing you to market to existing followers
  10. Newsletters let you tailor make your offerings to your ideal customer, by tapping into what they really want from you.
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