Email Newsletters

“We need to find a way to keep our customers current on all of the services we offer,” said one of our customers. “Some of our clients have expressed disappointment that they could have used us on a project they bought elsewhere because they didn’t know we provided that service.”

When you provide multiple services, but a customer only uses one of them, you are always subject to being stereotyped. You can’t count on your customer remembering all of your services. If they don’t use you for more than one thing they will forget that you offer other services and stereotype you as a one service company.

As the meeting progressed, we discussed various methods for avoiding being stereotyped. We decided on an email newsletter to remind their customers of all the services our client provided. The newsletter would be monthly and contain one main article and four smaller articles.

Email newsletters are a marvelous way of keeping in touch with your customers. Some of the attributes and benefits of these newsletters are…

• They are far more cost effective than print newsletters

• They are much less demanding to create and produce than print newsletters

• Flexible in length

• They draw customers back to your site

• You can link to expanded content and video or Flash presentations

• Build brand image

Email newsletters are a cost effective means of staying in front of your customer and reminding them of your full line of services. The key is to not make them so complicated that you can’t afford the time needed to keep them going out on a regular basis. For one of our customers, we use their quarterly dealer newsletter for story ideas. We have a file for another customer where we keep adding story ideas for future newsletters. Different methods work for different customers. You just need to find out what works best for you.

People forget much of what they know about your company every 30 days. The only way that your customer is going to remember all of the services you provide is if you continually remind them. An ongoing email newsletter program is one of the most effective methods of reminding your customers of all of the services your company provides.