Connect with customers and build loyalty with an informative printed newsletter

Thursday, March 12th, 2015

Keep in touch with customers; reach out to prospects, and cross sell products and services with a printed newsletter. According to Dartnell Co., newsletters have four times the readership of traditional ads.

To be effective, a newsletter should be brief and to the point, and provide valuable information for the reader. Focus on providing information that your customers will appreciate, rather than pushing the hard sell. You can highlight products and services through customer testimonials, which will show the true value of your business.

A recent article in the New York Times said that newsletters are not only still around, but also very much on the march. Bloomberg, Fast Company, The New York Times, Politico, and many other news organizations are finding that they can grab attention, and readers, with newsletters.

For a newsletter to be effective, you need to know your target audience. If the content of the newsletter does not address their needs, they will not read it. Once implemented, your newsletter should also be sent out regularly. The frequency depends on the amount of information you wish to share. For a printed newsletter that is mailed, monthly or quarterly, would be most desirable. Mailing a monthly or quarterly newsletter is a great way to stay connected with your customers and keep your products and services in front of them throughout the year.

In addition to printing your newsletter, you should also post it on your website and social media, for ease of sharing with others. While you may think digital is the way to go with newsletters to save the cost of printing, a recent article in the Washington Post reported that even digital natives prefer reading inewsletters_landingn print.

A professionally printed newsletter also has a much longer shelf life than either an ad or a digital newsletter, and has a greater chance of being read by more than one person. Digital newsletters also rely on a strong headline to even be opened and even then, they are easily deleted. Printed newsletters don’t have to compete with as much noise as e-mail, and customers actually look forward to getting mail.

A full-color, printed newsletter also has a higher perceived value than an email newsletter, which is an important consideration, as it is a reflection of your brand.

Compelling Content Ideas for Newsletters

  • Introduce new products or services
  • Offer tips of value to readers
  • Share success stories related to your products and services
  • Showcase and acknowledge employees
  • Share customer news
  • Incorporate customer testimonials
  • Short articles that are educational and inspiring
  • Incorporate eye-catching graphics and photos
  • Include a special offer or call to action
  • Direct people to your website

In addition to mailing your color printed newsletter to all former and current clients and prospects, have extra copies available at your place of business for visitors to pick up, and also give them to your salespeople to distribute while on sales calls. They should also be available when attending trade shows.

A printed newsletter can be an ideal way to grow your business in today’s highly competitive environment. It can generate a lot of repeat and referral business. Nielsen Norman Group Research found that newsletters can create much more of a bond between user and a company than even a website. A professionally printed newsletter will help you stand out from the competition and engage your customers.

The newsletter printing experts at Corcoran Printing can help you design and print an effective newsletter that is unique to your business and helps you to build sales. We also offer full mail services. Call 800-564-4085 today for a quote.

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Newsletters must be unique to reach valuable customers

Monday, October 7th, 2013

Newsletters are an effective printing and mailing strategy that small businesses can use to provide loyal customers with updates on products and services, company news and even special deals.

However, there are a few ways that companies can make it more likely for consumers to read their direct mail piece. First, a newsletter must be unique. According to Michele Pepe-Warren for Information Week, this does not mean it needs to feature gimmicks or tricks.

“It’s all about creating a personal touch. A few ideas: Include a snapshot from your office; incorporate a video message from your staff; put in a link to an entertaining website. Don’t be afraid to show your company’s personality,” Pepe-Warren suggests.

To be unique in a way that still appeals to consumers, however, businesses will need to know and understand their readers. What connections can be established between a company and consumers? What is interesting to them?

If a small business is looking to add newsletters to its marketing mix, they want to consider saturation mailing, which allows companies to target a wide swath of consumers by zip code.

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Newsletter printing must accurately target audiences

Friday, August 23rd, 2013

When creating an effective newsletter for your small business’ printing and mailing campaign, it is important to target your audience carefully to ensure you reach those most interested in your company’s products or services.

Business owners must ask themselves who their newsletters will be targeting. For example, do companies want to communicate with current customers only? If so, consider Tom Kusmerz’s approach to newsletter sign-ups.

“They have to come into the store and sign up for it. That way, I know we’re not wasting our effort,” Kusmerz of the Barn Nursery & Landscape Center told Inc. magazine.

However, if businesses are trying to reach new clients and prospects, they may want to give Nashville lawyer Brian Smith’s strategy a try. Smith sends his newsletter to 2,300 readers every quarter – only one-tenth of which are clients.

Much of his success, however, can be attributed to his dogged maintenance of his mailing list. “Everybody who calls and asks me a copyright question goes on the mailing list,” he told Inc.

Additionally, owners should follow Smith’s lead and keep a close eye on all leads – family, friends, old clients – and update it constantly.

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