Once you get someone to your web site, your first thought is to get them to buy something. However, what you really are interested in is turning that customer into a repeat customer. After all, studies have shown that having existing customers return to your site is six times more effective than acquiring a new customer. You’ve already spent your time and money attracting customers, so why not take steps to ensure they stay with you as repeat customers? You’ve got to give people a reason to come back. One way of doing this is through a newsletter.
Newsletter? Yep. They work very well, regardless of your business because they provide your customer with a reason to come back again. Keeping your name in front of your customers always makes sense and newsletters provide you with a great vehicle to do just that. Now, don’t worry – it’s not going to cost you an arm and a leg because you’re going to send these newsletters via email and not via the regular mail. There are several companies that provide you with newsletter templates as well as the vehicle to get them delivered to your email list of customers.
Let’s take a closer look at the top three benefits of customer newsletters.
1. Communication with your customers
Newsletters give you the opportunity to communicate with your customers on a regular basis. Let them know why you are in business and what it is you can do to make their life easier or more fulfilling. Most people have tuned out ads in newspapers, but many do read newsletters as they enjoy reading stories about businesses and people they know. Providing valuable tips or tricks is a great way to break down customer defenses – so much so that customers will begin to form a strong bond with you. I know I have with several businesses I frequent that send out newsletters every so often.
2. Share information
Write articles on your product line. Discussing their specific uses will not only help your customers, it gives your business extra value to them. If you sell bird food, explaining what birds eat what food or what type of feeders or houses they are attracted to can go a long way to building a long term relationship with your customer. Now, be careful. Don’t send out a newsletter that only has product information in it, sales, or discounts. It’s only a flyer at that point. Provide the information about your products, your business or your staff that people will find interesting. Perhaps you or a staff member just ran in he Boston Marathon or helped out at the local nursing home. Be sure to include information like that as you’ll help form the bond that can help turn the infrequent customer into a regular because they’ll feel more connected to you, your staff and your business.
3. Build a connection
Tagging onto #2, be sure to provide plenty of useful information in your newsletter. Offer a list of top 10 tips for a particular product or completing a particular project. This will help build connections with your customers that will get them coming back again and again.
Don’t feel that creating a newsletter has to be some dreaded project every week, month or quarter. It doesn’t. You don’t have to create a 20 page document each time, but you will have to devote some time to planning out what it is you want to discuss in each newsletter. Consistency in terms of the type of material you cover as well as the frequency you have chosen for your newsletter are important. If you tell your customers you are going to put out a newsletter once a month, but you only do it once a quarter, you’ll lose some credibility. As with anything in your business, follow up and follow through with what you’ve committed to your customers and you’ll be rewarded.
