Customer
Newsletters
by
Pat Friesen
Just
because it's a newsletter, doesn't mean it shouldn't pay for itself in
more than goodwill. One gourmet food catalog found that customers who
received its quarterly newsletter consistently ordered more products and
ordered more frequently than customers who didn't receive it. Their
lifetime value was significantly higher, more than paying for the cost of
the newsletter. Another finding: Customers were more likely to order
products from the catalog than from the newsletter when items were
featured in both; however, overall sales for a product increased when it
was in the newsletter. Here's the clincher; The same principals apply
whether you sell to consumers or businesses...whether you're a cataloger
or a retailer...and whether your newsletter is four color or
black-and-white. What customers love receiving and reading is useful
information and interesting ideas from a dependable source they know and
can trust.
(Taken
from Target Marketing)