Producing a monthly sales newsletter will help you maintain regular contact with customers and prospects and build relationships that can increase sales and loyalty. A newsletter is a cost-effective communication tool that is widely used by sales and marketing professionals. The 2013 B2B Content Marketing Benchmarks, Budgets and Trends survey found that 78 percent of respondents used e-newsletters.
Set objectives for a monthly newsletter to help you identify the audience you need to reach and the type of content to include in the newsletter. You may want to raise awareness of your company and its products among new prospects so that you can increase your customer base. Feedback from your sales team may indicate that you need to make existing customers aware of the full range of products and services available so that you can increase average revenue per customer. You may want to use the newsletter to change customers’ perceptions of your company. For example, you may want to position your company as an innovator, rather than as a supplier of standard products.
When you have set objectives for the newsletter, you can plan suitable content. If your objective is to raise awareness of your company’s capabilities, plan stories that demonstrate your expertise, such as awards for products, examples of technological breakthrough or case studies of success at high-profile customers. You should also aim to make your newsletter useful to customers by providing technical tips, for example, or encouraging readers to submit their own ideas for solving business or technical problems. If you want to improve understanding of your company, plan stories about investments or key management appointments.
You can find content for your newsletter from a number of sources, including websites, research reports, press releases and product literature. Identify colleagues who might be suitable for interviews on product or company developments or with specific areas of expertise. The sales force may be able to identify customers who would be willing to participate in a case study. You may also wish to include contributions from people outside the company. An article on your industry by a high-profile analyst or author adds authority to your newsletter.
When you are planning the newsletter, aim to gather enough content for the first three issues. This ensures that you will not struggle to fill future issues as publication deadlines approach. You can either create the material for the newsletter yourself or hire a freelance writer to work with your contributors. If you are distributing the newsletters electronically, you can use commercially available templates to design each issue. Alternatively, you can hire a designer to develop a custom design for your newsletter.
Use your existing customer and prospect contact lists to distribute the newsletter electronically or by mail. To increase distribution, promote the newsletter on your website or in other marketing communications, asking contacts to subscribe to the newsletter by registering their details.
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