Newsletters can be used to attract new customers, increase repeat business from existing clients, enhance your company's reputation as an industry leader and improve customer communications.

Some of the marketing benefits of publishing a newsletter are:

• Readers find newsletters to be more credible and believable than ads. This is especially important when you're trying to educate consumers about complex products or services. Once customers fully understand the many benefits of your products and services, they'll be more likely to buy.
• Customer newsletters have a longer shelf life than ads and are more likely to be read by multiple people. Chances are you've probably received a newsletter in the mail, read it and passed it on to a coworker or family member who was interested in the information. Or you may have clipped an interesting newsletter article and posted it on a bulletin board.

A customer newsletter will only be effective if it is carefully planned and looks professional. Here are some tips to help make your customer newsletter more effective at generating sales:

• Every article should be used to generate specific results. For example, one article might be used to prompt sales by introducing a new product and its benefits. Another article might profile one of your best customers, showing readers new ways to use your company's products and services. Yet another article might discuss a hot industry trend and would draw in new readers who comprise your target market.
• Attract more readers — and more potential customers — by featuring articles that give free, helpful tips related to your company's area of expertise. These should be tips that are useful to readers regardless of if they do business with you. For instance, a home-security company might offer crime-prevention tips in its customer newsletter. These "free tips" draw in a wider range of readers who will likely get hooked on the newsletter and read your other more sales-oriented articles.
• Generate sales leads by promoting free subscriptions to your newsletter. An easy way to generate sales leads is to add a line at the bottom of your company's marketing materials — ads, brochures, catalogs, signs, etc. — that encourages customers to call and get a free subscription to your newsletter.
• Add customer testimonials to make your newsletter more impactful. Customer testimonials can be extremely persuasive to potential clients

Maximize your newsletters exposure:

• Mail your company's newsletter to all former and current customers. Also, send it to potential customers who may have requested information on your products in the past, but never ordered from you.
• Give your salespeople copies of the newsletter to hand out on sales calls. Asking potential customers if they'd like a "free newsletter full of valuable tips," is a great door-opener and conversation starter for salespeople who make cold calls.
• Send the newsletters to all potential clients who may have a strong interest in certain articles. If you did an article in your newsletter about how a local bank is saving thousands of dollars in labor costs because of a new computer system that your company installed, send a copy of the newsletter to all other banks in your service area.
• Place a stack of newsletters at your places of business, wherever customers visit. This may include your office lobby, a retail store or showroom.
• Put your newsletter and its back issues on your company's Website. No other medium gives you such widespread access to potential clients throughout the world for such little cost.

Fill out this form if you would like to get started on producing a targeted newsletter - or contact us to speak with a Mango Jar representative directly.