Why no news is good news for Newsletters
Newsletters are ubiquitous. Almost all our customers and prospects use Newsletter as a marketing tool. Unfortunately, most of these are really press releases or direct mailer campaigns passing off as newsletters. This is a colossal waste of a powerful relationship building tool that could significantly impact both revenues and margins – in a positive way.
Newsletters need to have meaningful content for the readers that will make them look out for the next issue. If all that they get is company propaganda they may not be interested in the newsletter after a while. So what can companies do to prevent this.
#1 Avoid the temptation of presenting only company information in the newsletter. Readers can after all come to our website and read all about us, including product datasheets, product announcements, customer wins and corporate overview.
#2 Prioritize content that is of personal interest to readers and may even have nothing to do with company products and services. It could be about managing personal finance, planning for vacation, upcoming events in the city or even hobbies. Customers like companies that know their customers.
Newsletters need not be all about news. In fact no news is good news. It puts the focus on the readers and their interests.