I’ve often been asked, “Is it wise to send the same newsletter to different customer groups?” For instance, perhaps you own a business that has both retail and wholesale customers. My answer: more than likely it’s not a good idea, and I’ll tell you why, but have no fear. Sending two newsletters is not as difficult as you may think.
If you have two or more different customer groups (here we’ll use our example of a business that has both retail and wholesale customers), obviously you’re going to write a separate personal monthly message, because if you’re talking with wholesale customers you’re generally talking a different language. Wholesalers have a different language than retailers. You might use certain jargon or buzzwords. Any special offer, obviously, will need to be tailored two different ways.
And of course, if you’re going to do a customer profile, you’ll want to write about one of your wholesale customers in the newsletter that goes out to your wholesale customers, and you will profile a retail customer in the newsletter that goes out to your retail customers. If you do otherwise, people will be confused about what you’re doing. (Remember, know your customer and gear the newsletter toward him or her.)
Here’s how to make this fairly easy on yourself. You don’t need to customize each entire newsletter. The only place you really have to customize is the article on the front, which is usually your work stuff, and your article on the back page, which is usually your personal monthly message. Your other content as well as your contact information will probably remain the same.
If you’re ready for more profitable repeat and referral business, I invite you to check out my wildly popular “Done-for-You” newsletter marketing system, No Hassle Newsletters at www.NoHassleNewsletters.com. If you find that you don’t have the time or the staff available, you can also learn about my Platinum Plus Concierge program at www.nohasslenewsletters.com/#platinumplus.
Tomorrow in Part 4 we’ll talk about The Power of the Freestanding Insert and how it helps make your newsletter fun and informative and something your customers will look forward to reading!