How to build a loyal customer base with your company newsletter
Last Updated on March 10, 2024 by Daniel Stenabaugh
Revised 3/6/2024
For a long time you’ve tried to find a way to build a loyal customer base…one that is eager to hear about your latest projects, and thankful when you come up with solutions for their complex construction problems.
Your past customers don’t always respond when you contact them with a call to stop by and see how they’re doing.
You’d like to tell them about a recent project you did that got you on the cover of the local builder’s exchange bulletin, but when you call them they’re always too busy to make time to see you.
Or the times you’ve gotten a call from someone you did a job for a few years ago, and all they want now is a free estimate.
Not very comforting considering the hoops you jumped through last time to get the job done on time and on budget.
If any of this sound remotely familiar, there is a better way to build and maintain relationships with prospects, customers, and even your employees.
Why Newsletters are valuable to your business
If you haven’t used a company newsletter to build customer relations, you may be surprised to know that 83% of businesses use email newsletters to communicate with their customers. Also, over 80% of small and medium sized businesses use email including newsletters as their primary acquisition channel and for retention.
But here’s the main reason companies LOVE newsletters: 21.33% is the average open rate for email newsletters across all industries. That’s a much better engagement rate than the measly 1% or 2% companies are seeing from social media.
That’s astounding when you think about.
Newsletters become a two way conversation between you and your prospect, customers and even your employees
Benefits to you
- A newsletter is the list you build. It belongs to you and not Facebook or the other social media companies. This is your private list which you own and can communicate with whenever you want to.
- With newsletter subscriber lists, you can communicate valuable information, special offers, and other useful information directly to inboxes or mailboxes. When readers are enjoying the content and motivated to act, this can lead to achieving you business goals: increased sales, retention/happy customers or members, and ongoing loyalty.
- Focus on your reader – the focus of every newsletter should be on the reader. The audience is indeed looking to you to provide the very best information on a subject; that’s why they opted in. But this only works if the content is highly useful every time.
- Offer specific information your reader can use. Will your reader benefit from any breaking news, stories, tips, curated best content, action steps, or anything else that informs and helps the reader in a practical way.
- Make sure the content speaks to your reader on-to one. You want the style to be personal. Make sure the content is conversational and unique. Let your personality shine through. When your newsletter copy truly connects, you are not just reaching readers — You’re building trust, loyalty, and future sales. That’s the true power of a great newsletter.
Final thoughts
Whether you are a small company starting out, or a large firm with hundreds of clients, a newsletter is the perfect way to communicate valuable information.
The research shows that 80%+ businesses use Newsletters to reach and retain their customers. A newsletter that is focused on the needs of the reader, offers them valuable and relevant information, and speaks in a personal one-to-one voice is sure to promote a long standing and durable relationship for you and your company.
It doesn’t need to be complicated. A regular, consistent message wins the day.
Here is a sample of my newsletter – The Blueprint Copywriting Newsletter (aweber.com)
If you would like to discuss how a newsletter can help your company improve customer relations contact me at baughstenc@gmail.com.