We’ll often start working with a new client who doesn’t send a regular communication piece to all their customers. This happens often that the larger a business grows, the more out of touch it becomes with some, and sometimes all of its customers.

Making regular communication with your customers (not just their account person on the day to day), is crucial to maintaining a good working relationship. Businesses are so busy looking for those new customers and focus their efforts on new business development to the unaware and prospects, they often forget their existing customer base.

Remember, it costs between 5-9 times more to find new customers than cross-sell to your existing customer base.

It might have been a few years since your initial meeting with a customer and your company may have introduced new products and services which could be of interest. Don’t assume they know, so you need some way to tell them about it. Your sales / account manager might forget to tell them in their monthly meeting, so this is where marketing communication kicks in.

In 2015, the number of emails sent and received per day total over 205 billion. This figure is expected to grow at an average annual rate of 3% over the next four years, reaching over 246 billion by the end of 2019.

Like many of our clients and associates I get about 100-150 work emails a day. So if you are sending an enews it needs to cut through the noise.

It’s important you decide if an enews is right or a more traditional printed newsletter.

Send something that’s clear and engaging, giving the readers something new. With the best will in the world, and the most talented technical person you might be too close to a product or service to write good, engaging content. Hire a good copy writer.

If your business wants to send a factual annual or quarterly communication to your customers or clients, a printed newsletter can add more value and stand out, and make your customers feel valued.

Last summer we designed, printed, fulfilled and mailed an attractive A4 newsletter for Carrick Financial Management. The newsletter was well received by their clients. Every year Carrick Financial Management sponsor the Glendale Show, so free tickets were on offer in the newsletter which some of their clients took advantage of. This was an added response mechanism to measure the success of this particular communication piece.

Some of our other clients use a combination of enews and printed newsletters and this too, works well. Some of the older generation prefer printed newsletters and younger prefer email and they appreciate the fact that they are instrumental in choosing the communication channel.

So if you’re thinking of sending regular communication to your customers or clients, start by asking a sample of them what they’d prefer and what they’d find interesting.

If you’d like any help with the design or implementation please get in touch. If you have any thoughts or stories on communication we’d also love to hear from you,