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We often recommend that companies looking to better communicate with their client or prospect base consider a direct marketing initiative. One of the most cost effective is a monthly or quarterly newsletter.
It's often easy for organizations to believe in the value of newsletters. Being top of mind is important. And with some fantastic distribution tools out there, newsletter traffic is eminently measurable.
But the more they consider this tactic, the more some organizations begin to question whether they will be able to consistently generate enough interesting content. This is a fair question, and one that you must absolutely ask before diving into something like a customer or prospect newsletter. After all, starting one only to stop it a few months later doesn’t really advance your cause. Nor is that a very good way to spend your marketing dollars.
Here are some ideas for newsletter topics:
- case studies you can use to highlight a successful project or hot trend
- new customers or contract wins
- new technologies you support that represent trends
- company milestones such as growth, partnerships, etc. that could make a difference to your clients
- stories highlighting service in the local community and beyond
- achievement of industry awards
- the addition of new customer-facing personnel
For product companies, announcements of upgrade packages, new products, user groups, special offers and more can easily be used to drive opens and click-throughs. Service companies often have to work a bit harder to generate content, but the point is the same for both: There are exciting things going on in your company that matter to your customers and your prospects.
Newsletters are one consistent way to facilitate constant communications. What aren't you communicating to your customers (and/or prospects) that you should be?
For more direct marketing insight, visit q2marketing.com.
For more info: Content-rich marketing materials the choice for 2009
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