Your Newsletter is a Powerful Sales Tool – Use it Wisely

An important goal for startups is keeping your business at the forefront of your customers’ thoughts, and a regularly scheduled newsletter is a great way to do that. The key is to make your newsletter something that the customer not only wants to read, but actively looks forward to.

The first key to a good newsletter is consistency. Be consistent in your timing, your branding and your message. Keep your segmentation and market research in mind when planning your sales newsletter, so that you know who you’re communicating with and how they like to be approached. Market research might also help you determine how often customers expect to hear from a business like yours – but here’s a free tip from me to you, no one wants to hear from you every day, no matter how good your sale is! Don’t make your customers feel like you’re hounding them. Once a week is probably a safe bet, maybe more often if you’re sure you can provide a dynamic, enjoyable newsletter each time. However, you can also consider a monthly or even quarterly newsletter depending on the needs of your company.

Although your newsletter can alert customers to new products and current promotions, its primary purpose is to provide information and remind them of the company culture that they’re invested in. Don’t forget those important personal touches! The more interesting and engaging you make your newsletter, the more likely it is that your customers will want to open it and read it even when they’re not planning to make a purchase. You can do this by including related content, such as photos, short essays, links to related articles, anything that will catch their interest. But don’t go overboard, the goal is to still keep it a quick and easy read that they won’t put off til later.

User-generated content is a great way to not only add more interest to your newsletter, but to also engage your market segment. How can your customers contribute to your newsletter? Invite them to send photos of themselves using your product, or spotting it in the wild. If you provide a service rather than a physical product, ask for stories of how your product has improved their lives. Popular shopping site ThinkGeek even includes customer-written haiku in their newsletter!

While your primary goal is for your newsletter to be informational and engaging, be sure to also offer newsletter-only promotions from time to time, whether it’s a give-away or a coupon code. You want your customers to feel like the newsletter provides value in their life in many ways.

-AJ

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