Three reasons you should customise your newsletters
Any business owner can tell you that their clients and newsletter subscribers are a mixed bunch of people.
And yet many of them still send their subscribers the exact same newsletter, despite technology making it easy to customise these newsletters.
So if your business is still sending out generic newsletters, here are three reasons a customised newsletter is more effective:
1. It gives you legitimacy
One of the ways that companies like PayPal combat fraud is to tell their clients that they will always address them using their full name and surname.
In contrast, scammers mostly use generic greetings like ‘Dear client’.
So using your subscribers’ full names will assure them the newsletter is really from you.
This step is especially important if you’re a lender, because fraudsters are more likely to emulate your business due to the sensitive information you keep.
Your clients are also at a higher risk of receiving emails that pretend to be from you, so it’s important to explain your safety features in the newsletters you send out.
2. It gives your newsletter a personal touch
Starting a newsletter with a client’s name also makes it personal – almost as if you personally wrote the letter to them. And this may encourage them to read it.
And you don’t have to just insert it in the greeting; you can also address them several times in the newsletter to maintain that personal touch and keep them reading.
For example, a lender could send out a generic newsletter, like this one:
Dear client, would you like to reduce the amount you spend on your home loan repayments? If you do, we’re here to help. If you’ve owned your home for several years, its value may have increased. If you made all the payments on time, your credit score could also have improved, and you could qualify for a better interest rate. So talk to us about refinancing your home loan.
This newsletter is vague because it has to cover all the scenarios. In contrast, if a lender sent a newsletter to only those clients who had made all their repayments, they could write a much more personal newsletter, like this one:
Dear Bruce, would you like to reduce the amount you spend on your home loan repayments? If you dp, we’re here to help. You’ve owned your home for five years now, Bruce, and things have changed. There’s a chance your credit score has improved and you now qualify for a lower interest rate. Property prices in Adelaide have also increased. So talk to us about refinancing your home loan.
For example, the above newsletter could look like this:
Dear <name>, would you like to reduce the amount you spend on your home loan repayments? If you do, we’re here to help. You’ve owned your home for <duration> now, <name>, and things have changed. There’s a chance your credit score has improved and you now qualify for a lower interest rate. Property prices in <location> have also increased. So talk to us about refinancing your home loan.
3. It lets you customise your sales pitch
Newsletter subscribers can mostly be divided into three groups:
- Those who signed up for your newsletter but have never used your services
- Those who occasionally use your services
- Your regular clients
These three groups require very different marketing strategies, because persuading a stranger to become a client requires a different approach than selling to someone who already knows, likes and trusts you.
Customising your newsletters allows you to write different content that effectively markets your business to the different types of subscribers.
For example, a lender could invite all three groups to refinance their home loans, but the first group of newsletter subscribers might not have home loans. They may therefore feel the lender’s newsletters are not relevant and unsubscribe.
If they instead received a newsletter listing the advantages of taking out a home loan with the lender, some might end up applying to the lender for a home loan and become part of the second or third group of clients.