Newsletter Printing: What to Include and What to Leave Out
Newsletter printing remains one of the best ways to continually engage with your target customer base. When you run a newsletter printing campaign correctly, you establish customer loyalty by demonstrating your expertise and earning trust. The following details what you should include – and what you should leave out – in your newsletter printing endeavors.
Newsletter printing: What to include
Deciding what to include in your newsletters starts with knowing how much space you have. If you're going to print and send a traditional four-page newsletter, then you know how much available content area you have. Of course, you might opt for larger newsletters – say, eight pages or 16 pages – or you might go with budget-friendly newscards, which is a postcard-turned-newsletter. No matter how you decide to publish your newsletter, your content should fit accordingly.
That being said, your newsletters can contain all sorts of content; however, it is a good idea to set a goal in mind for your newsletter in order to better achieve your desired return. For example, your goals might be to consistently brand your company, showcase customer support, demonstrate your expertise and deliver special offers. Thus, while an entertainment piece such as, say, a political cartoon might be funny, it might not be a good fit for your newsletter.
A good newsletter should include articles that add value to your customers’ lives. You might evaluate a current trend as it pertains to your customers, or you might offer advice for how specific customer segments can take advantage of plans, programs or circumstances they might be unaware of. You might warn customers of dangers of a certain action or offer helpful safety tips. Whatever your industry is, there are certainly articles that will interest your customers.
Other key components of newsletters are customer showcases, case studies or simply a customer Q&A session. When your customers feel like they're a part of your company, they'll participate – and they'll be loyal to you. Finally, you might want to deliver special offers or coupons with your newsletter. Company news is good, but you don't want to act as though company news is sales rhetoric. Instead, reserve a specific section of your newsletter for those items and use the rest for delivering valuable information and customer appreciation.
Newsletters: What to leave out
Anything that does not fit into your newsletter goals should be left out. Most customers are not going to read your newsletter for entertainment – there are books and magazines for that. They will read your newsletter for value, to learn something, to see other customers (or even themselves) on your pages, and perhaps to take advantage of your special offers. This doesn't mean your content should be droll – it should definitely be well-written and even fun to follow – but it does mean you have to give your customers something they look forward to reading because it helps them. And when you help your customers with a newsletter, they will grow to be loyal to your company. And that leads to long-term profits and word-of-mouth marketing that will keep your company healthy for decades.