Nine reasons why printed newsletters are the best customer relationship building tool for your business

Nine reasons why printed newsletters are the best customer relationship building tool for your business

Nine reasons why printed newsletters are the best customer relationship building tool for your business

Following on from last weeks article on Keeping Customers, I would like to pick up on one very well received strategy for keeping customers – printed newsletters.

If you attended one of the two seminars I delivered with Peter Southcott in November you will have noticed that I handed out examples of printed newsletters. These were discussed at length and a few attendees commented positively on the concept.

One or two people from these seminars are currently considering and planning their own printed newsletter. I’m 100% behind them on this decision, and this article will explain why.

What’s the issue with email newsletters?

Perhaps you’re already sending out your newsletter by email? If so, I’d like you to have a think about the potential disadvantages of this method.

Although email is cheap and easy to do, a lot of emails don’t get read and end up in the trash folder. Do you delete emails in bulk? I certainly do, which means a lot of other people probably do too.

You’re also at the mercy of your subject line. If your subject line is rubbish then it will increase the chances of your email newsletter being deleted.

It’s also worth considering the fact that email addresses tend to change a lot more that the traditional mailing address. Thus increasing your bounce rate.

That being said, if you are getting a good open and click through rate, then keep doing what you’re doing. Perhaps a printed newsletter could run along side and compliment your email newsletter?

However, the chances are high that your email newsletter is not even close to strengthening your relationship with your customers and prospects, especially when compared to a printed version.

Two important points about printed newsletters

Firstly, printed newsletters are not a sales vehicle and shouldn’t be used for you to overtly sell your products and services. It’s therefore very important for you to consider your primary reason for sending out printed newsletters. Perhaps it will be to establish credibility, or to get more referrals. Just like everything you do, make sure you know why you are doing it and what you hope to achieve.

Secondly, it’s very much a longer term strategy for building relationships with your clients. Printing and distributing your own newsletter is not going to have dramatic results after one or two publications. You have to commit to this over the long term.

Nine reasons why printed newsletters are the best customer relationship building tool for your business

Here are nine solid reasons why you should consider printed newsletters as your no.1 keeping customers strategy.

  1. Most people still enjoy consuming large amounts of information in paper format as opposed to electronically.
  2. A printed newsletter is treated and viewed as a publication, not a sales brochure and therefore it is more likely to be read.
  3. Good quality printed newsletters tend to hang around a lot longer than other printed materials.
  4. It’s a great way to keep in touch with your customers.
  5. You can use your printed newsletter to showcase and profile your customers, and in turn pull them closer to you and your business.
  6. It’s a great way to build and develop your brand and increase brand awareness.
  7. With a printed newsletter you’ve got the opportunity to change people from customers into being a part of a community.
  8. They are a great way to build massive credibility and position you as an expert in your field. People are more likely to do business with an expert rather than a sales person.
  9. You can use them as a customer acquisition tool by leaving them lying around where you customers tend to hang out.

I hope that you’re now well on your way to being convinced that you should be publishing your own printed newsletters to keep your customer engaged and build your relationship with them.

If you’d like to chat about your newsletter just give me a call on 01333 815033.

The brand new Learning Everyday printed newsletter

I invite you to request a copy of my brand new printed newsletter in 2014. Sign up for my newsletter today and I’ll send it out to you early in February.

Have a great week!


Chris Marr

Chris is the founder of Learning Everyday Ltd. He has a slight obsession with marketing and loves to study businesses. His approach to life is all about inspiring and helping others to develop and become successful at what they are passionate about. Rule #1 - Provide value in everything we do. Rule #2 - Enjoy and have fun whilst doing it. Rule #3 - Commit to learning and developing.

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