Recent newsletter sample
0 likes457 views
This document discusses strategies for building lasting relationships with customers through effective marketing tools such as social media, loyalty programs, and professional design. It highlights how personalized communication and engagement can enhance customer loyalty and retention, illustrated by case studies demonstrating the success of loyalty programs. Additionally, it emphasizes the importance of quality design across multiple channels to create a professional image and drive sales.
Recent newsletter sample
- 1. MARKETING Your logo here ADVISOR ISSUE THIRTY-SIX Locking in a Lasting Relationship with your customers also in this issue: Loyalty Programs Really Pay Off Three Reasons to Hire a Professional Designer
- 2. Want to sell more? Try building relationships with your customers. Yes, it really can be that simple. People like to do business with people. More specifically, they like to do business with people who care about them, who listen to what they have to say, and who are accessible and responsive to their needs. By using the variety of tools in your marketing arsenal, you can build relationships that keep your customers engaged and loyal. What tools do you have at your disposal? Print. Multi-channel marketing. Social media. Newsletters, direct mail Every marketing channel Social media is not a sales Build Business letters, postcards, and has its own sweet spots, channel. It is a relationship other printed materials are so understand the power channel. Use social media great relationship builders. As you use of each channel and maximize it. Print to engage your customers in a larger these tools, don’t always be trying to creates the sense of gravitas and trust. community. Get your team members sell something. Share information. Give Email and mobile allow immediate interacting with your customers as advice. Provide useful resources so that communication and facilitate click- genuine, caring human beings. Have your customers look forward to each through feedback. Social media fosters your team participate in discussions communication. Consider selecting long-term engagement and community (whether on your sites or third-party interesting or unusual substrates, folds, building. Understanding the sweet sites) so your customers know you by Building Relationships and bindings that take advantage of the spots of each medium and layering are really listening. Sponsor contests. unique, tangible characteristics of print. them over time reinforces your brand Create discussions around the culture Data. Knowing your customers helps and helps you stay top of mind. of your business, or fun and unusual deepen relationships over time. You will ways to use your products. speak differently to the Gen-X crowd than Personalized URLs. Regardless of the channels you are you will to Baby Boomers. You will speak Personalized URLs allow you using, ensure that your phone number, differently to a recent college graduate to connect with customers Web address, and links to your Facebook than you will to the head of a household and get their feedback page, Twitter account, and Pinterest with children. Using data doesn’t have using a simple, personalized online boards are included and clearly visible. to mean full personalization, although interface. By asking their opinions on Give customers multiple ways to contact it can. Segmenting into different target products, services, and their experience you and encourage them to do so in audiences can also be highly effective with your company, personalized the ways they feel most comfortable. by allowing you to speak to customers URLs let people know that you care based on their common interests. and that their voices are being heard. As a marketer, you have It also gathers additional information tremendous resources for on those customers so you can better building long-lasting, positive target and customize communications relationships with your customers. with them in the future. Relationships Need help using them? Give us a call! require two-way communication! photos ©istock.com 1
- 3. Loyalty Programs D oes your company have a loyalty program? A way to keep customers engaged with your business and encourage repeat business over time? If not, it might be time to get started. Case Study: Hotel Resort The program now has been running Take the example of this New for years, and the facility is nearly Jersey-based hotel and resort that always booked to capacity. Ongoing used loyalty programs to encourage CRM programs permit the resort to 20% of its customers to repeat effectively resell, upsell, and cross- business just the first year alone. sell to its customers, all the while The resort learned the value of building additional rapport and trust. loyalty campaigns when it implemented Loyalty programs take a little extra a program that gathered information time and effort to set up, but once on customers on their first visits. It they are up and running, they are highly cost-effective to maintain. The Case Study Results immediately followed up with colorful brochures thanking them for their visit and benefits? They speak for themselves. inviting them to return again. Automated, • 20% of customers trigger-based workflow was used to receiving the direct get these mailers into customers’ hands mailers booked with the immediately while their good memories of hotel or used its facilities ay Off! time spent at the facility were still fresh. the first year — nearly Really P The resort was willing to spend a 30 times the industry significant amount of time, money, average for static direct and energy to develop these mailers mail campaigns. because it knew that once a customer returns a second time, his or her loyalty • The resort recorded is cemented. Thus the extra effort spent record revenues from its getting those customers back in the door services and had the most would pay off in long-term profits. lucrative month in the company’s history. • Quarterly earnings doubled year over year. photos ©istock.com 3
- 4. E ngaging customers Professional designers do more Good design involves more than than place text and images on a accommodates just sending out page. They take into consideration multi-channel. informational or promotional everything from aesthetics to In today’s substrates to prepress, binding, and print pieces. It involves competitive, multi-channel marketing finishing that the average marketer touching customers’ environment, you must not only be can’t possibly be expected to know. emotions and engaging with able to design for print, but for the If you’re doing 1:1 marketing, designers them at a deeper level that Web, email, mobile, and more. Each play a key role, as well. This is because draws them in. That’s why, has its own nuances in design, color, variable fields can bring some unexpected even with so much template- and format. Professional designers are surprises in a document layout. For expected to be comfortable working based design available example, if you have 1” maximum in most or all of these formats, and these days, professional available space, that’s no problem if the the ability to create consistency across designers still play an recipient’s last name is Smith, Walker, or multiple channels is one of the hallmarks important role in today’s Johnson. But what happens if someone of professional design and marketing. marketing communications. has the last name Salomonowicz or If you’re tempted to shave a few Drozdovandropopozgiopanatzakis? dollars off your budget by cutting out Here are three areas where (Yes, these are real last names!) a professional designer, think twice. professional design can Those and other possibilities have These critical links in your marketing really make a difference. to be planned for upfront. chain bring value far beyond just creating printed (or electronic) documents. Professional Your company’s They are the creative force behind the designers know image is professional image of your company, and Three Reasons to things the average affected by the some things are just worth paying for. person doesn’t. quality of your Want to grab someone’s attention? marketing materials. Use color and graphics! But when Like it or not, buyers judge a book by you’re creating the pieces yourself, Use a Professional its cover. If your marketing materials sometimes even the most eye-popping look unprofessional — if your colors are colors just don’t reproduce as you muddy or your hairlines don’t match expect. Or when you re-size a picture, across the fold — your company will it becomes pixilated no matter what appear unprofessional, too. When all Designer you try. What happens if your paper or else is equal between you and your finishing cost is more than expected competitor, the company with better or your project is delayed because designed brochures and marketing of design and format considerations materials will get more sales. that were overlooked upfront? photos ©istock.com 5
- 5. MARKETING MAILING INFO ADVISOR Printer Name HERE Phasellus porttitor elit In hac habitasse platea Donec tempor nonummy de? eed a QR co QR C ODE FPO: N munications at each Com Call Great R -332-5555 978 About Us About This Issue One or two small paragraphs about you Programs used: Coating used: and your company. One or two small InDesign CS What kind of coating did you paragraphs about you and your compa- Illustrator CS use to print this issue? ny. One or two small paragraphs about Photoshop CS you and your company. One or two Computers used: small paragraphs about you and your Paper used: iMac company. One or two small paragraphs What paper did you use about you and your company. One or to print this issue? Press used: two small paragraphs about you and What kind of press did you your company. One or two small para- Ink used: use to print this issue? graphs about you and your company. What kind of ink did you use to print this issue? Bindery used: What kind of bindery did you use to print this issue?
- 6. W hen you think You don’t have to calculate out LCV indefinitely. Many companies estimate their about evaluating LCV out for three to seven years. Otherwise, the success of it’s considered too speculative to be useful. a 1:1 printing campaign, how long a window do you use True Measure of Effectiveness to determine the dollars it Even if it’s an estimate, LCV gives you generated? Do you cut it a much better idea of what value your off after a week? A month? marketing campaigns are creating. Several months? What about For example, the Print on Demand the lifetime of the customer? Initiative case study archive contains a Lifetime customer value (LCV) case study submitted by a small lawn care is an overlooked metric that company that sent out a mailing of 300 needs to be a larger part of how 1:1 pieces to great effectiveness. When marketers measure their success. the campaign revenue was considered in Granted, LCV is very difficult to estimate, isolation, the mailing barely broke even. but it’s important to keep the issue in But the company knew that its customers mind. Customers gained through 1:1 tend to be very loyal over time, so the printing tend not just to purchase more, addition of every new customer meant but to be more loyal than customers several years of recurring revenue. As a gained through static methods. Thus, the result, the owner estimated the campaign benefits of customer retention must be ROI at 8000% on a LCV basis, something Look at Value Over a Lifetime considered alongside other factors in that made this a best practices case study. evaluating the cost-benefits equation. How do you view your customers? On a one-off basis? How do you determine LCV? There are Or as having Lifetime a variety of factors to consider: Customer Value? Churn rate: How often do customers leave your customer base? Retention cost How much does it cost you to support, bill, and incentivize your customers? Periodic revenue Do you have recurring revenue streams? How much do customers spend during an average period? Profit margin You don’t have to calculate out LCV indefinitely. Many companies estimate their LCV out for three to seven years. Otherwise, it’s considered too speculative to be useful. photos ©istock.com 8