Marketing communications designed to build business
E-Newsletters: Give People What They Want to Know
Written by Kerry O'Malley Thursday, 13 August 2009 17:09
What do people want to know? That's one of the most frequently asked questions I hear when developing e-newsletters. Maybe more to the heart of the matter is, "what will make people read my newsletter?"
It's a good way of approaching both what to include and what not to include in your e-newsletter. I can say that because I receive plenty of poorly developed newsletters that contain useless information or that don't pertain to me or my business.
What should you include in your newsletters that will keep your customers and prospects reading?
Give them useful information:
- A few ideas they can implement immediately
- Updates on your products and/or industry that may affect them
- "How to" information, so they can do things themselves (we can't expect our customers to buy EVERYTHING from us.)
- Product or service upgrades or enhancements
- Successful applications where your product(s) saved a customer time or money
- General articles that can help them save time or money and make their business or personal lives more meaningful
- Special offers or sales
- Customer testimonials
A great way to honor a customer is to highlight them in your newsletter. This not only creates good will between you and the customer you're writing about, but shows others that you value your business relationships. You can even use your newsletter to offer customers an incentive to "tell their story" in an upcoming issue.
Hi, I'm Kerry O'Malley - the Industrial Marketing Muse (and your own personal Marketect, should you so choose!) I have over 30 years of experience developing marketing communications for engineered industrial products and services sold to industry. For the past 12 years, I've done that as a consultant through my company, Marketects.
I love the idea of advertising (and good writing) being catalysts that move people to action. I'm jazzed by the challenge of creating concepts for communications campaigns that work. I'm intrigued by the possibilities that exist on the Internet for the industrial marketer, and I'm always thinking about how to translate those opportunities to my clients. I've never practiced marketing in the retail, mass consumer arena, but I see a lot of that kind of marketing that inspires me and translates over well to the industrial world. I hope I can inspire YOU!
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