Not every email you send has to be used to sell to your customers. Part of building a long lasting relationship with your customers relies on you being a ‘friend’ to them. Instead of always giving them the hard sell, you could offer them advice, let them know what’s happening within your company, and just generally tell them things that they might be interested in.
The email newsletter is the key to establishing a lasting relationship with your customers. It’s your opportunity to communicate with them on a more interesting, personal level, and provides a chance for you to add value to their email subscription. If you’re not sure where to start when it comes to crafting an email newsletter, here are some tips:
I mentioned this before, but it bears repeating: selling to your customers shouldn’t be the main focus of your email newsletter. You can sell to them in specific promotional emails. The primary purpose of your newsletter should be to inform and connect with your customers. If something is advertised as a newsletter, and then just contains a sales pitch, the trust between your company and your customers could be compromised.
That’s not to say that an email newsletter can’t indirectly lead to sales. If you use your newsletter to let your customers know about a new product launch, for example, it may prompt them to purchase it. However, just make sure your tone is friendly and not pushy.
McDonald’s use their email newsletter to let their customers know about new additions to their menu. The recipient can choose to click through the email to find their nearest restaurant, if the newsletter has prompted them to dine their. However, this is not the main focus of the email, and the tone is kept friendly throughout:
An email newsletter gives you the opportunity to tell your customers something that you probably wouldn’t include in an average promotional email. If you give them some context about your company, and the products you sell, it will help to build trust and add value to what your offering. Make sure the content you’re offering is interesting, valuable and informative, otherwise it will just feel like any other promotional email.
This newsletter, from face mask brand 7th Heaven, showcases one of their products in particular, and then links to articles highlighting the ingredients that the mask contains. This not only is informative for their customers, it also help to showcase the product benefits. They have also linked to blog posts that their customers may be interested in:
Although your email newsletter needs to be informative, that doesn’t mean that you need to pack it full of information. People generally spend less than a minute reading newsletters, so an email containing long articles and reams of information could put your busy customers off reading it at all. You aim should be to encourage your customers to click through to your website.
Instead of including complete articles in your email newsletter, just include a brief synopsis and a clear link to where your customers can find out more. They will then click through to your website if they want to read the rest of the article. Your newsletter should also have a simple layout that’s easy to scan. Your customers can then quickly look through to find the information they’re interested in.
This newsletter from The Suffolk Coast illustrates this point perfectly. Their customers could potentially find out a lot of information from this email, but they can do this by simply scanning the clear list of articles and clicking through the ones they’re interested in:
An email newsletter should play a part in every marketers promotional strategy. By adopting a friendly, informative tone, they can help you build strong relationships with your customers for years to come.