Every move you make in a marketing campaign should be designed to accomplish one of several goals; inform, connect, brand, serve and/or sell. The Internet has made customer interaction more personal than ever. Prior to the advent of instant online communication, talking with a company could take weeks as letters travelled back and forth through the mail. Now, communication is instantaneous and if a company takes more than a couple of days to respond to a request, it loses the opportunity to respond directly to a customer. Even if subsequent communication occurs, the immediacy is lost, and the customer will no longer feel as important. Thankfully, the Internet provides several alternatives to the plodding envelope.
A periodic newsletter is a great way to keep customers updated on what is happening within your company. Industry news and news specific to your business should be answered here. It is also a great place to post customer feedback and question and answer sessions. If you routinely answer customer questions in this section, you give customers a public place to air their concerns. This allows them to see how important they are to your company.
Business can be very impersonal, so it is important to be more than a faceless company. Every action you take needs to develop a connection with consumers. By creating an e-newsletter that is rich in detail about the people that make your company great, you give customers the connection they look for and build a lasting relationship.
Branding your company is one of the best things you can do to create simple and effective advertising. An e-newsletter is a great place to have contests regarding logo creation and ad slogans. Provide consumers with the information about your company’s goals and achievements and invite them to participate in the process. This connects them, while simultaneously helping to develop your company’s brand image.
No matter the industry, the first priority should be to serve your clientele. Even if you are in a direct sale business, where you market products rather than services, there are still plenty of opportunities to serve your clientele. Product testing and honest reviews go a lot further than many businesses realise, and an e-newsletter is the perfect place for this type of information. Small how-to guides can also be included to better serve customers.
While all marketing is ultimately designed to sell, in an e-newsletter it should be a very soft sale. Instead of selling directly, the entire newsletter should speak to the customer about the value of dealing with your company, by providing valuable content. At no point should you simply inundate them with sales speeches.
An e-newsletter gives you a great forum for marketing directly to customers and soliciting responses. The best part about them is that they are very inexpensive to produce. No company has a marketing budget that is too strapped for an e-newsletter. If you don’t already produce one, start today!