Michael Jeffries in a recent blog posting outlines the formula for a successful client newsletter. He has written his advice for residential contractors, but variations of the theme would apply in the ICI space as well.
I like this advice because it is simple, easy-to-understand and, if you can write reasonably well (or have someone who can do the writing for you), rather easy to complete.
Sending a regular client newsletter, if it has the right elements, is the single best client retention strategy there is.
What are the elements to a successful client newsletter? Well, there have been whole books written on this topic, but the essential features are:
- It cannot be boring
- There should be one article from you on a topic that related to your trade
- You should reveal something personal about yourself or someone in your company (an employee of the month spotlight works well)
- Most of the newsletter should be fun and interesting stuff not related in any way with your business. A heartwarming story is a good bet.
- You can include a product spotlight section
- Have an offer of some kind that people can pass on to neighbors, family members, friends or work associates.
Jeffries has offered readers of his newsletter/blog a sample newsletter, which you can request by email to him at MJeffries@RiversofRevenueUS.com by using the subject line “Client Newsletter”. (Maybe you can mention that you saw the posting here, as well).
And if you have your own examples of effective client newsletters, please consider sharing them here — I’ll review and report on your successes. You can email me at firstname.lastname@example.org.