The real value of a monthly newsletter is not calculated in terms of how much money you spent on writing, layout and design. It is calculated in terms of the ROI (return on investment) that you get out of it. For instance, if each newsletter you write costs you $500 to write, layout, publish and mail, it is well worth that cost if it brings in $40,000 of business. There is no rule about what the ROI must be – but by definition, the more profit you make, the better your ROI. As is true of many endeavors, the real value of a monthly newsletter is what it can bring you in terms of repeat and referral business. This is because it costs far less to sell to a customer you have already converted than it does to try and find new customers for your business. Finding new customers can be costly, especially if you need to purchase leads from a company so you can send out direct mail newsletters.  

A monthly newsletter can help you build loyalty among your current customers because in addition to amusing or entertaining them, it offers you an opportunity to connect with them one-on-one. A newsletter should also serve as a way to tell your existing customers about new products, sales you are having or incentives for them to help you find new customers. Getting your existing customers to spread good word of mouth (or “word of mouse,” as it is sometimes called online) can mean saving a great deal of money on advertising. In fact, it is apparent that the real value of a monthly newsletter is in its function as a viral marketing tool. This only works if you can provide really valuable and unique information that relates somehow to the product or service you are selling. Having quality content is absolutely essential, or your current readers will not bother to pass your newsletter along to new or potential customers. This is because nobody wants to read recycled or stale information – that’s yesterday’s news!

If you’ve been reading my blog for a while, you’ve heard me say that how often you send a customer newsletter is the most important thing. It is more important than its style, color, size, name, or anything else you can think to ask me about. Some companies will send their customers a holiday card, a birthday card (not many these days!), and some might even send a quarterly newsletter. I consider this random, and while better than nothing, it is not enough to effectively build and strengthen client relationships. 

To determine the right frequency for your customers, ask yourself a couple of questions: “Am I communicating with my clients enough to convey how much I value them?” and “Am I doing enough to stand out among the thousands of marketing messages my clients receive every day?” 

Here is why a monthly newsletter is so important to your company: because it arrives every month, it is looked at as a regular “publication.” Think about it, magazines arrive monthly, and sometimes weekly; newspapers arrive daily; even bank statements arrive monthly! The point is that people see things they receive on a regular and frequent basis as having value, or at least important, and they generally anticipate them. Things like advertisements that arrive sporadically, including postcards and other marketing pieces, are just that — solicitations.  

So start off a new regimen accepting the fact that your customers will find more value in your newsletter if it arrives monthly.  

The previous concept is very important and worth rereading. In addition to frequency creating perceived value, frequency also increases brand awareness, which in turn will help to drive repeat and referral business. See how this works?! 

You may be surprised how many people resist my urging to do a monthly newsletter by saying, “It’s too expensive.” Quite frankly, this astounds me and I find it somewhat shortsighted. As a business owner, you need to figure out what you currently spend to attract new customers and clients, and also what the lifetime value of a typical client is to your business. If you can figure out what each new client costs your business, and what the lifetime value of a client is, I predict that you will start to see that building and maintaining these client relationships takes on a whole new meaning.