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How to Use Newsletters to Build Customer Relationships

You may already have a newsletter. However, if you don’t, you should seriously think about starting one. Regular newsletters keep your company in the front of your audience’s mind.

You probably signed up for some newsletters yourself. Sometimes you open them. And sometimes you don’t. But the reality is that you know they are there. When a need comes up, it is easy to find that email and click on it.

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Think of it this way…

Carlos subscribes to your newsletter for your aquarium website.

He sees an email titled Save the Fish!

His curiosity is raised. So he opens it to find useful tips on how to maintain his aquarium while he is away on vacation.

Of course, there are links to your website for the products he will need.

He saves your email and clicks on the links to buy products next time he will be away.

Think about these goals you can accomplish with newsletters

  • Nurture leads – By sending a consistent newsletter, you stay in people’s minds until they are ready to make a purchase or require your service.
  • Connect readers with promotional material – Everyone likes a deal. Readers feel special when they are the first to hear of a new item, sale, or event.
  • Build customer relationships – Give the reader valuable information and they will see your business as someone they can trust and depend on. According to Hubspot, while each generation may have different buying patterns, all age groups are more likely to buy from brands they trust and feel a connection with.
  • Invite feedback – Newsletters can be used to elicit customer feedback that your company can then use to improve marketing or production.

What am I supposed to write in these newsletters?

The subject matter can vary since these are not specific sales letters. The important thing is that you offer useful information to your audience. Remember, they signed up for this. They want to hear from you, even if they don’t open every email.

Here are some topics to try:

  • Introduce staff members – Highlight a staff member once a month. Make it personal. This builds a bond with your customers. When they learn about how John Smith coaches the local soccer team or how Mary Jones volunteers at the food drive in her neighborhood, customers feel a connection with these people. They want to make them happy by using your services or buying your products.
  • Highlight a new product – You can use the newsletter as a how to guide for your product. Or include a video showing them how to use it before it hits the market. When you make customers feel special, they will stick with you.
  • Provide industry news – Write an editorial about an industry news item. This keeps your audience up to date on industry changes or cutting edge technology. Consequently, this helps establish your company as an authority in your field.
drawing of newsletters

49% of consumers are happy to receive weekly promotional emails from brands they love

  • Borrow from pop culture – When out of ideas, you can always grab a hot news item. This helps you connect with your audience on a real level. Of course, it is best if you can find a current event that ties in with a product or service you offer.
  • Create a survey – Use your customers to your advantage. Ask for feedback on a product. Use a survey to find out customer needs. Then use this information to help create future products or services.
  • Promote events – If your company hosts events, or will be attending an upcoming event, use your newsletter to let customers know. Ask your audience to share the information on social media or just to pass the newsletter along. Word of mouth is the best free advertising.
  • Pat yourself on the back – These are your fans. They want to share your success. If you won an award, let them know. If you are giving a percentage of sales to a charity, make them aware. Are you implementing a plan to reduce your carbon footprint, tell them.
  • Deliver the latest blog posts – You can use one newsletter each month as a month in review. Recap your latest blog posts with links to each article. Or write an editorial with a section connecting with blog posts at the end.

Forbes says that newsletters are imperative for taking your brand to the next level. They recommend connecting with popular events and topics to connect with your audience

The key to successful newsletter topics is to know your customers. What social issues get them going? Let them know your company supports what matters to them. What hobbies do they have? Let them know about a related article you read.

There are many formats. Play around until you find something that works. Decide how often you will send your newsletter. Remember, the main idea is to keep your business in the front of your customers mind, so a minimum would be once a month. However, if you have the time, weekly or biweekly is better.

Don’t forget the headline. This is actually the most important part. It doesn’t matter what’s inside if they don’t open it. Keep it short and use it to intrigue them. Curiosity might have killed the cat, but it also lures customers.

While this can be a lot to take on, it is worth it. According to OBERLO, for every $ spent on emails, you get a $42 return, which is more than any other channel.

However, if this really more than you can take on, you can delegate this to a professional. To discuss how Innovative Copywriting can help you build customer relationships with newsletters, contact me for a free consultation. To find out more take a minute to click the link below.

Donna Emperador created Innovative Copywriting to help others build their businesses using creative content. She is enthusiastic about the written word and owns a travel blog at and the wine blog

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