‘Hyperguides’ for hyper results
Knock-out newsletters
Use this checklist to develop valuable content for your customers
At Launch International, we’re seeing an increase in revitalized newsletter programs. As budgets start to reopen—and grow—newsletters seem to be one of the first things brought back to life. And with good reason: Newsletters should be integrated into your customer care and demand generation initiatives.
An effective newsletter is a terrific vehicle for showcasing your expertise, successes with other customers, as well as your vision and market leadership. But there’s nothing worse than a customer newsletter that misses the mark. If your content is irrelevant or outdated, too sales-y, or too personal (no, your customers don’t really care about your company picnic), customers will quickly toss each issue in the wastebasket.
Think you simply don’t have enough content to produce a knock-out newsletter? Developed by the newsletter pros at Launch International, this checklist of ideas will convince you otherwise. Your newsletter can include:
- Sales success stories and case studies about successful implementations. Customers love to read about other customers. And, almost everyone appreciates good publicity. Use your newsletter to highlight innovation and creativity within your client base. (If your publication is printed, give the featured customer a framed copy of the article.)
- Excerpts of your thought leadership pieces. If you’ve developed thought leadership pieces, include excerpts in your newsletter. It allows you to leverage the investment you’ve already made—and it gives customers a taste of the knowledge and experience you offer. If your thought leadership pieces are strong, customers will soon be asking for more!
- Product information. Everyone wants to spotlight new products and solutions. But don’t forget to include ongoing updates about existing offerings.
- Administrative how-tos. Introducing an improved business process? Use your newsletter to educate customers about new tools and approaches. It’s a great vehicle for “training” customers about web-based systems and other efficiency-enhancing changes to your business processes.
- Marketing how-tos. If your “customers” are your channel partners, use your newsletter to inform them about lead management, co-op advertising, and other marketing programs. You can also highlight new marketing tools—from printed collateral to multimedia demos.
- Technology analysis. Explain how your technology or solutions fit within the big picture—and why they’re the best on the market.
- Market analysis. Communicate your assessment of the marketplace and outline your high-level strategy and vision. Then let customers know where you’re headed—and why.
- Company news. No, we aren’t talking about your holiday party or updates on employees’ kids. Rather, make note of every award you win and every milestone you hit. Let customers know when you ship the first unit of a product—and when you ship the 10,000th.
- Advice from your experts. Showcase your experts—and provide valuable information to customers—through a series of question-and-answer articles. Such Q&As give your thought leaders a chance to weigh in on important issues and address common customer questions.
- Hotline support. Your newsletter should always include a reminder about how customers can request support from you.
Your customers won’t want to miss your newsletter if you consistently provide valuable, well-written content. Whether you print and mail it or send it electronically, your newsletter can be one of the most important tools in your integrated marketing and communications program.
If you’d like help developing and delivering a knock-out newsletter, please contact us at info@launchintl.com.
