A.M. LetterLink

A Newsletter Published by A.M. Mailing Services, LLC

Vol.2 No. 3

Building customer relations with a newsletter

The hot buzz words in direct marketing seem to influence what ends up in our mail box. Currently we hear a lot about loyalty marketing, customer retention, and relationship marketing. We get member-only coupons, frequent buyer awards and all kinds of creative promotions to build and retain our business. One of the oldest, easiest and least expensive formats though, is the newsletter.

Besides establishing awareness and credibility , a well done newsletter can create new business and increase repeat business just as successfully as other forms of direct mail.

A newsletter is one of the best ways to tell it all. It's informative, concise, timely and versatile. With good planning and economical production, a newsletter can become one of the easiest way to reach a target audience.

For complete text of this article order Vol. 2 No. 3 at info@ammailing.com.

Other tips for newsletters

• Articles should be short and concise so you won't lose the reader's interest.
• Use catchy headlines to grab attention and use plenty of subheads to give the reader numerous points of entry into the story
• Written copy is king. Graphics should complement and enhance the copy, but not be so splashy as to distract from the copy.
• Make newsletters tip oriented so people will keep them around for future reference.
• In choosing paper stock, some say matte is classier and that glossy is more eye-catching. The best advice is to remember the image you want to create.
• Survey readers to gauge success and to make changes if needed.
• Develop and maintain a good mailing list. The effectiveness of a newsletter depends on an accurately targeted audience.
• Design for postal automation and efficient print and mail production. The 4-page format you're reading now is easy and cost effective.
• Order extras when you print the newsletter. The back issues can be used for handouts at trade shows, on sales calls or be included in marketing kits.

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