Building a relationship takes time. It cannot be achieved by sending the occasional newsletter or advert. Whether you’re focusing on new or existing customers, there needs to be a regular flow of communication that attracts attention and gets them engaged in your brand.
If you think about the relationships you have with your family and friends, they are not built by only one person talking and the other listening. Relationships require interaction. You need to find out things about each other and understand the type of person they are.
E-newsletters help to do just that with customers. They can increase brand awareness as well as the value proposition you provide to them. The following tips explain how you can create effective e-newsletters to help kick-start or develop customer relationships.
1) Adopt a personable approach: When you send an e-newsletter out, use a person’s email address as the sender not an info@ or sales@. Let the writer’s personality come through in the copy – although you want to remain professional, don’t always limit your newsletters to ‘business speak’. Keep it personable, simple and easy to read.
2) Provide information of value: Fill your e-newsletters with details about what your customers are going to enjoy from your product, services etc rather than how great your company is. As I mention in my previous post, you need to keep asking “what’s in it for them?” To help kick-start a relationship ‘special offers’ i.e. 10% off, save £100 etc are good incentives, especially if the customers are unknown.
3) Keep the communication flowing: Relationships cannot not be built by the odd newsletter sent out here and there, keep your communication regular. It usually takes six communications before generating a new lead. One newsletter a month is the least you should send, any fewer and people may forget that they signed up to receive it and will see it as “spam”. On the other hand, sending too many newsletters will risk you losing customers because they can’t keep up with the amount of information.
4) Get your customers to interact with your brand: As much as a customer may want to find out about your goods/services, you need to find out what they need. In order to offer the best product or service, your customers have certain requirements. The way you can find this out is to include links to polls, surveys or discussion forums so that they interact with you and they can tell you what they need.
These are just a few tips to help you build relationships with your customers. In Part 3, I will focus on how you can put a newsletter together and the most effective ways of sending them out.