So, how’s that company newsletter working out for you? Oh. Your business doesn’t use one? What’s that, you say? Your company does distribute a newsletter but it’s a complete failure and you’re not sure why?
Regardless of how you slice it up, company newsletters are a terrific building tool in connecting with your customers and establishing a priceless company-customer relationship. But, the thing about newsletters is they have to be successful to work for you. If not, it’s a waste of time, effort, manpower and money. Plus, no business wants their company newsletter to end up in the virtual trash.
There are hard-copy newsletters and email (e) newsletters. For the purpose of this article, we’ll be discussing e-newsletters. So, here are a few things to keep in mind when it comes to making your company e-newsletter work for you:
- Focus on the “news” in newsletter – Your customers should find your newsletter content informative. They didn’t subscribe to read about your latest sales pitch or promotional message. Yes, you’re going to include those every once in awhile, but it’s a complete turnoff to overwhelm your readers with them at every turn.
- Make your newsletter attractive – Content comes first, but design and functionality are very close behind. The layout of your newsletter should represent your business. Use complimentary images and graphics to make your articles visually appealing. Don’t go overboard with too many colors. Keep it attractive, simple and streamlined. There are several pre-built newsletter templates you can use. By all means, keep it user friendly with easy to use navigation and functionality.
- Be consistent – Whether your newsletter goes out once a week or once a month, keep it consistent. Sending your newsletters on a random basis makes your business look unprofessional and sends the message that you don’t care about your customers.
- Promote interaction – Get to know your customers by providing an interactive section of the newsletter. Set up a poll, construct an entertaining answer quiz, etc. What your customers think is important–have a newsletter that caters to that.
If you don’t have a company newsletter, you and your customers are missing out. A great newsletter provides your customers with something of value and we all know value doesn’t get taken out with the trash.