Consistency trumps everything else. Great company newsletters show up like clockwork. You can count on them reaching your customers every month with solid information, helpful tips, and good ideas. Consistency far outweighs the size of a newsletter, whether it’s color or black and white, or even the quality of the content.
A common mistake that many newsletter writers make is the failure to be consistent. If you aren’t consistent with your newsletter, it doesn’t matter what content it contains. It becomes junk mail—just another pest—that your customers receive every once in a while.
You simply must have frequency and consistency to build trust and relationships. That trust and those relationships turn into business success and a long-term competitive edge.
Consider it in these terms. Magazines and other publications arrive monthly on schedule. Junk mail in all of its various forms arrives sporadically. In what category do you want your newsletter to be perceived?
I strongly recommend monthly newsletters because when they are produced monthly on a regular schedule, they have a higher perceived value. They build a stronger bond and brand with your customers, and your customers begin to look forward to them. If you publish less often, you lose that important top-of-mind position. If you publish more often, there will be customers who think you’re bombarding them with marketing messages.
It’s also vital that you publish your newsletter every month. That way you develop habits and get into the rhythm of production. You and your contributors will know when copy and pictures should be done, so you’ll all be on the lookout for good information and pictures. You’ll know when the newsletter will be mailed. Your salespeople will know when the next issue will be available.
That will also set up expectations for your customers. Your customers will get used to hearing from you at the same time every month. They’ll look forward to the fun, interesting, and readable content of your newsletter.
You’ll find that the regular schedule will aid your other marketing efforts too. If you’ve got a special sales promotion planned, for example, you can alert people in the newsletter for two months prior. Then, when it’s promotion time, your promotional efforts will have the way paved for them by your newsletter articles. Your salespeople can hand out newsletters as promotion flyers.
Consistency is the most important characteristic of great company newsletters. Mail them the same time every month. Send your newsletter every month and you’ll build better relationships, improve customer retention, and draw more new customers.
Newsletter Marketing Systems Guarantees that your newsletter arrives at the same time each and every month, and we have all the systems in place to ensure it happens, If you’d like to find out more about our newsletter service, register for a newsletter suitability audit by calling 1300 006 120 or going to www.newslettermarketingsystems.com.au/get-started