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Newsletter Benefits – Relationship Marketing Through Newsletter Publishing To Attract and Retain Customers

Newsletter Benefits – Relationship Marketing Through Newsletter Publishing To Attract and Retain Customers

For many decades, the newsletter has been a powerful marketing tool for businesses seeking profits, nonprofits seeking donations and participation, and for people who just want to disseminate the information of their choice.

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Newsletters began as just that — a single page that looked like a typed letter that contained inside information about some business or industry. The first newsletters were distributed mainly by financial institutions offering advice on investing and money issues. Over the years, industries across the spectrum discovered the powerful benefits of creating a newsletter for building a customer base. Some newsletters were the money makers themselves, and still are.

One of the most common examples of this are stock market trading newsletters which offer advice on what hot stocks to buy for the best market gains. Some of these newsletters command subscription rates of hundreds to even thousands of dollar per year. But most newsletters today are a tool for what most entrepreneurs call “relationship marketing.” This is the attempt to build lasting relationships with customers to make them loyal, repeat buyers. Such newsletters offer both news, but also a lot of selling pitches and positive information about the product the newsletter creator is selling.

With the dawn of the Internet Age, newsletters quickly went electronic and millions of companies and individuals started offering “free newsletter sign-ups” on their web sites. This was basically a way to capture a customer, capture their email and contact information, and then keep them interacting with the company. It is a way to encourage people to “opt in” to get emailed information from a company that will not be considered spam by the receiver.

It must be noted that newsletters come in a wide variety of formats. As we said, the first newsletters looked a lot like a regular old-fashioned letter. But newsletter formats soon grew to many varieties, from pages of plain text, to full-blown graphically designed, multi-paged publications that looked like mini-newspapers or magazines. These latter include color photographs, headlines, fancy fonts and typestyles, and more — but they are still called “newsletters” even though they are full-blown publications of information.

The primary benefit of a newsletter is that they keep a customer interacting with the entity that is distributing them. Again, this can be for a nonprofit motive. For example, the senior citizen organization, AARP, issues a regular newsletter to all it’s members. Their goal is to serve the needs and challenges of senior citizens.

Examples of for-profit entities issuing a newsletters might be insurance companies, such as Geico, Farmers or Progressive Insurance. These companies often issue newsletters offering driver safety tips. This helps the company by making people better drivers through education, and thus reducing the amount of accidents which these companies may have to pay as part of the insurance policies they sell. Insurance companies also compete heavily with each other, and a newsletter helps keep customers loyal.

So newsletters are not only a selling and information tool, they are a competition and anti-competition strategy. If you keep a customer interacting through a newsletter, you stand a better chance of retaining that customer. There are many uses for newsletters today, and they will probably remain a favorite tools of marketers and other entities for some time to come.

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