Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique brand-differentiating content—should rethink their approach.
Many brands originally expect that engaging with customers and delivering basic newsletters will create warm and fuzzy feelings that are enough to generate a positive ROI. Most are disappointed with their results.
Progressive brands are making advances in their approach, tightening the focus of their relationship marketing, and now filling newsletters with more unique-to-the-brand content.
Here are six forward-looking strategies to make your newsletter and other relationship-building communications work harder.
1. Write to long-time heavy buyers who are familiar with your brand and the category
The people who seek out or agree to receive your communications are special. They usually include some of your heaviest buyers who already have an affinity for your brand and the benefits it provides. Speak directly to them. Respect their experience in your category. A brand or category "newbie" will adjust to and respect this approach, but the reverse is not true.
2. Provide validation that your brand was the right choice
If readers are already familiar with your brand, why did they sign up for your newsletter? Many want to validate their decision to buy your brand. Research shows that once people have made a decision, they look for ways to validate it and avoid changing their mind. This holds true even when they are presented with competing information that contradicts their initial decision.
Martin Reilly and Deb Rapacz specialize in relationship marketing, offering marketing executive coaching, strategic planning, marketing program design, as well as audits, workshops, and seminars. Reach Martin at 708-829-6001 or firstname.lastname@example.org. Reach Deb 708-829-6031 email@example.com.