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Crafting Marketing Newsletter Content that Customers Read

Aug 17, 2007
However, if customers are not reading the marketing newsletter, then the effort and investment are wasted. The focus needs to be on designing a newsletter with content that your customers will read. It needs to be informative, eye catching, hold their interest, and leave them wanting more. They will then be eagerly awaiting the next issue of your newsletter.

Creating informative and readable content
Content is very important when it comes to capturing an audience to read your newsletter. Take a moment to see things from the customers point of view. Ask yourself why they should read your marketing newsletter, why will they want to read the next issue, and what makes your newsletter unique and better than that of your competitors. Answering these questions honestly will help you create a newsletter that customers will want to read.

Consumers enjoy newsletters with content that is informative but also energizing. They do not want to be bogged down with lots of technical jargon. They want honest, straightforward information that allows them to be educated and to form their own opinions on issues. You can continue to hold the consumers interest by publishing helpful tips in your newsletter that relate to the areas of expertise of your business.

This makes your company appear to be credible and helpful. Offering customers the opportunity to submit questions that you answer in your newsletter is a great way of letting customers know you care about what they think as well as helping them develop a sense of being a part of the newsletter. You may also want to consider adding a section regarding customer comments and suggestions. This additional outreach to customers will be well received.

Maximize your contents value
To ensure your marketing newsletter reaches the maximum number of people possible, mail a copy to your former, current, and potential customers. Keep extra copies of current issues in your lobby or waiting room. Many people who come in will look through available materials while they wait.

Place a stack of newsletters next to the reception desk, payment desk, anywhere a customer might see it and decide to take one. If your company has a website, have the current edition of the newsletter available. It is also a good idea to have previous issues archived on your website as well.

While it may seem expensive to send newsletters to that many people, think of the revenue it will generate in sales. The more exposure your business gets, the more sales are expected to increase. Keep an eye on these marketing areas. If you need to make changes, you can make informed decisions based on who is responding to your newsletters.

Marketing newsletters are an innovative way to reach more consumers than regular advertising. It is also cheaper. You can identify your target market, and create your marketing newsletter to be appealing to that demographic group. Keeping your newsletter friendly, informative, and written in plain English will lead to loyal readers and likely an increase in customers.
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