Why Have A Company Newsletter?
Company newsletters are a very inexpensive and efficient marketing channel.
Typically, businesses experience 1 or more of these 6 benefits from having a successful company newsletter;
- Strengthened relationships with customers
- Creation of culture and personality around your business
- Reengagement and upselling to existing clients
- Establishing your position as a trusted source of knowledge within an industry
- Growing your mailing list and building brand awareness
- Selling more products or services
The benefits of newsletters are well publicised, with lots of stats and success strories, proving email as one of the most efficient and successful forms of marketing available.
What Makes A Good Company Newsletter?
To create a “good” company newsletter you need to be clear on what good means. What would make it good for you and your business?
Start by asking yourself, why do you want a company newsletter, what result are you trying to achieve by having one?
Don’t create a company newsletter just because you have heard some success stories and you want in on the action. That will
just lead to a negative effect on your business as you spam your customers with content they don’t care about.
Like any marketing tactic you need to consider it properly and have a plan for it.
Once you understand the purpose of your company newsletter, think about how it fits alongside your other marketing efforts, and how you will use the newsletter to help you achieve the desired result.
Having a clear understanding of your business objectives and purpose for your newsletter is a great place to start. For it to be successful though, it needs to be “good” in the eyes of the customer.
Your Company Newsletter Should Start And End With Your Customers
Successful marketing, is all about 2 sided relationships. If you want customers to take action and help you to achieve your business objectives, then you need to give them value first.
To do this you need to understand and empathise with them. If you are not already, start talking to them regularly, bribe them with goods if you have to, but talk to them regularly.
The answer to what makes a good company newsletter for your customers lies within the conversations you have with them, and the questions you ask.
- Who are they, what do you need to know about them to help you make decisions?
- What are their needs, goals and motivations?
- Where do they hangout online?
- What are they reading, viewing and listening too, why?
- What makes content good or bad for them?
- What problems do they have as part of their daily role?
- Why are these a challenge and why are they important to them?
- Where is the overlap with what you are offering as a business and what they need as customers?
Once you have spoken with ±10 customers you should start to see some clear trends and correlations between them. Pointing to possible segments into which you could group customers, based on their behaviours, needs and goals.
Once you have some clear segments, create some simple one slide customer personas based on the archetypes. The visual representations of these personas will help you empathise with your customers and make deicsions on what goes into your company
newsletter and allow you to improve over time.
Including a picture of the persona will help you to humanise them, but remember, personas are a fictional archetyope of a subset of customers, they should not be one real customer.
Here are some excellent examples from Mailchimp, they are simple, emotive and help you to understand what might be important to each. It is also interesting to note that because their customers’ key behaviours, goals and needs coincide with their
job titles, Mailchimp have choosen to segment them around that. Figure out what makes sense to you as to how you will split your segments.
Once you understand the answers to these questions and have some clear customer segments or archetypes, finding the overlap between what’s important to your customers, and your business objectives becomes much easier. Then all you need to do is
figure out a strategy for the company newsletter so that it will bridge this gap and help you acheive results.