Five Ways to Nurture Current Customers With E-Newsletters

Marjorie Clayman is VP of Client Services at her family’s full service marketing firm, Clayman Marketing Communications.

Recently, we have talked about how to use blogs to nourish existing customer relationships and how more personal communications can also be used to the same end. This week we are going to talk about something that your company might already be working on – an e-newsletter.

Email Marketing SuccessLike blogs, e-newsletters are often formulated as ways to win new customers. Once you get a person in your database you can (hopefully) convince them over time to buy from you.  Your company may not have considered, however, that an e-newsletter can also be a powerful tool to nurture current customers.

Here are five ways you can use e-newsletters to keep current customers coming back for more.

1. Invite customers to contribute content

You need to have a solid and reliable process in place for this kind of relationship development to work. If your team scrambles to get your e-newsletter together, or if your process is disorganized, working in content from people outside your company can be a real headache.

However, if incorporating content from outside sources is easy, this is a great way to give your customers exposure. This not only is beneficial for the contributor, but it also tells other customers that the welcome mat is out for them as well.

2. Feature interviews with customers

If a customer doesn’t feel able to contribute their own original content, an alternative is to spotlight a customer by interviewing a representative of the company for your e-newsletter.  There are several advantages to this kind of feature.

Not only do you get to add a more personal tonality to your e-newsletter, but you can also gear the interview so that it melds with the other content for that issue of your e-newsletter.

For example, if you are concentrating on “giving back locally,” you could interview a customer whom you know excels at that.

3. Mention customers in your own content

Just like with blogs, it is easy to incorporate mentions of your customers in your e-newsletter content. This can be done in any number of ways. You could feature a customer of the month, you could mention a success that one of your customers has experienced, or you could reference an interesting blog post that one of your customers wrote.

As with blog posts, if your readers know there is a chance they could be promoted within your content, they will be more inclined to open your emails, which also benefits you.

4. Incorporate photos of your customers

Don’t be afraid to have a little fun with your e-newsletters, and also remember that you can tie other marketing tactics to your email marketing. For example, perhaps your Facebook page invites customers to pose with your products. One of those submitted photos could appear in that week’s or month’s e-newsletter.

Your company could also invite customers to send photos of them at your booth at a trade show, or you could invite customers to send you fun pictures of their companies that you could feature in your e-newsletter.

In this era of image-laden marketing, photos can be a great accent to an otherwise text-heavy e-mail communication.

5. Customer Quotes

Finally, you can find a middle ground and ask customers for quotes – either their favorite industry-related quotes, their favorite quotes in general, or perhaps testimonials. Obviously testimonials would be the most self-serving, so those should be used with some care.

Again, do not worry about this being a work-intensive endeavor. These quotes can be gathered in a fun way via your social media channels – especially a company Facebook page, thus increasing your levels of engagement there and showing an integrated marketing approach for your company.

Make it fun, but make sure you let your readers know that everyone’s insights are welcome.

There are many more ways to nourish existing customer relationships via your enewsletters. What have you tried? What worked? We’d love to hear from you!

For more marketing communications advice from Margie, click here.

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