Checklist

Achieve the best results with your customer newsletter

Newsletters are a great way of keeping your customers up to date with your company news. They reinforce your brand, act as a regular reminder of who your company is and what you offer, provide a genuine reason for you to call on a customer, and portray your company as a voice of authority in a competitive market.

1. Keep it personal

Handwrite a short, personalised message on a post-it note and stick this on the front of the newsletter.

2. Keep a record

Make a note of who you've send it to. This will enable you to plan your customer contact strategy efficiently.

3. Put your database to work

Ensure every past and present client is sent a copy of your newsletter. Ideally, follow up with a quick telephone call a few days later to check the copy was received. Refer customers to specific stories that you think relate directly to them.

4. Essential enclosure

Leave a copy along with your business card at every cold call you make. The newsletter can be an ice-breaker when making the follow up call. Also, with every letter or quote you send out, ensure the latest newsletter is enclosed.

5. Great reception

Make the most of a captive audience by ensuring there's always copies left in your reception area.

6. Use the internet

If you've just met a prospect and are following up with email, attach a PDF of the latest newsletter.

7. Clever collaboration

If you work closely with a distributor / agent network, why not set up a joint mailing campaign to reach their customers base and agree to split distribution costs?

8. Pass it on

Try and use every gathering i.e. seminars, presentations, networking events, meetings etc. as an opportunity to hand out copies.

9. Staff too

Make sure every employee receives (and reads) a copy. It's a great way to keep staff informed of company news and facilitate consistency of message.