Newsletters are about relationships and keeping in touch. Let’s start by asking, as a business or organization, with whom should you keep in touch?

Here are some things to consider: 

  • Send newsletters to your customers or members. If you do not have a current customer address list then you definitely should. This can be a great opportunity to reach out. 
  • Send newsletters to prospective customers. According to HubSpot, an online inbound marketing company, 44% of salespeople give up after one follow-up.  However, 80% of sales require 5 follow-ups.  By adding your prospects to your newsletter list, you'll be in touch when they're ready to buy. 
  • Send newsletters to former customers. Losing a customer is a delicate issue but you should stay in touch with them.  Add or keep them on your newsletter list. Because you stayed in touch and took the professional approach you may well be given another chance.
  • Send newsletters to companies you want to do business with.  Most people hate cold calls. A printed newsletter is the opposite of that. It will give you name recognition without being intrusive. A great way to find this information is to use business directories online or go to business networking groups. Make sure to grab a business card!


** It’s important to note you can also buy a targeted list of people that are interested in your industry or product. DPI provides targeted mailing lists. 

Once you start a newsletter you will want to have a folder to add names to each month for your newsletter list.  A printed newsletter will improve your follow-up overnight.  You now have a follow up system second to no other and you will be ahead of the competition. That’s why I believe that if a company can only have one form of advertising and marketing it must be a printed newsletter.