The Most Important Ingredient in Successful Newsletter Marketing
A common mistake that many newsletter writers make is the failure to be consistent. If you aren’t consistent with your newsletter, it doesn’t matter what content it contains. It becomes junk mail—just another pest—that your customers receive every once in a while.
Consider it in these terms. Magazines and other publications arrive monthly on schedule. Junk mail in all of its various forms arrives sporadically. In what category do you want your newsletter to be perceived?
I strongly recommend monthly newsletters because when they are produced monthly on a regular schedule, they have a higher perceived value. They build a stronger bond and brand with your customers, and your customers begin to look forward to them. If you publish less often, you lose that important top-of-mind position. If you publish more often, there will be customers who think you’re bombarding them with marketing messages.
It’s also vital that you publish your newsletter every month. That way you develop habits and get into the rhythm of production. You and your contributors will know when copy and pictures should be done, so you’ll all be on the lookout for good information and pictures. You’ll know when the newsletter will be mailed. Your salespeople will know when the next issue will be available.
That will also set up expectations for your customers. Your customers will get used to hearing from you at the same time every month. They’ll look forward to the fun, interesting, and readable content of your newsletter.
You’ll find that the regular schedule will aid your other marketing efforts too. If you’ve got a special sales promotion planned, for example, you can alert people in the newsletter for two months prior. Then, when it’s promotion time, your promotional efforts will have the way paved for them by your newsletter articles. Your salespeople can hand out newsletters as promotion flyers.
Send your newsletter every month and you’ll build better relationships, improve customer retention, and draw more new customers.
