Contrary to what you may believe, converting a lead into a customer isn’t the ultimate goal of sales. Large and small companies alike rely on repeat customers to keep their businesses afloat. Retaining your current customers is in many ways more important than securing new ones. Ideally, through a combination of hard-work and persuasive marketing, you should be able to encourage your current customers to keep engaging with your business. They should be aware of new products and services. And they should know when you’re implementing big changes. The more valuable contact they have with your business, the more likely they are to keep spending money on your products.
Maintaining a loyal customer base is critical. And one method of achieving this goal is sending a newsletter. Newsletters allow you to update your customers about important changes. But they also function as a subtle reminder that your business is still up and running and, hopefully, improving. Customers may or may not read the entire letter. But just getting them to click on it is a good step in the right direction.
What Makes a Good Newsletter?
The primary goal of a newsletter is to keep your business visible and accessible to your customers. You want to make it as easy as possible for them to engage with your business.
To help you get started writing newsletters, we’ve compiled some helpful tips below.
- Have at least one other person proofread your writing. Proofreaders will often catch things you miss. Have them look out for grammatical and spelling mistakes. And make sure they give you feedback on content and tone.
- Use a catchy subject line. Keep your subject line appropriate but interesting. You don’t want your recipients to delete your newsletter without at least clicking on it.
- Include a persuasive call-to-action. Make sure you give your customers something to do after reading the newsletter. This could be a link to your blog, an invitation to schedule a free demo, or a request to follow you on social media. This makes sure your customers are taking an active role rather than just passively reading your newsletter.
- Avoid triggering the spam filter. Include your address as well as an unsubscribe button at the bottom of your newsletter. This prevents it from being picked up by the spam filter.
- Use tracking software to monitor progress. Email tracking lets you know whether the recipients are opening your emails. This allows you to identify the customers who are still engaging with your business.
How Do You Know If Your Newsletter Is Successful?
Email tracking software lets you know if and when your newsletter has been opened. It tells you which recipients opened your email-and which ones left it sitting in their inbox. Without tracking your emails, you won’t be able to measure your ROI. And you won’t know which customers have lost interest in your business.
The more you know about your customers, the easier it will be to hold their interest. That’s why Visual Visitor offers email tracking and website tracking software. We can tell you when someone has read your email and we can let you know each and every time they return to your site. You can take a look at their browsing history to see which pages on your site have captured their interest. This helps you measure their interest or buying intent. Having this information at your fingertips is incredibly valuable. It lets you know which customers are still engaged with your business. And which ones could use a nudge in the right direction.
Interested in tracking your emails and newsletters? Sign up for our 14-day free trial by clicking here.