Newsletter
PURPOSE Newsletters are a great way to generate new leads, nurture existing leads, maintain relationships with current customers and cross-‐promote other marketing initiatives.
TYPICAL USE
Newsletters provide an ongoing opportunity to market to customers and prospects. They must convey valuable information without blatantly selling, but valuable content can lead to sales. Companies that provide content that their market desires can benefit from delivering good newsletters.
TARGET AUDIENCE Audience type (check all that apply) C-‐levels Technical Creative
“Newbies”
Implications for your campaign Make sure the email is short and benefit-‐oriented; the offer needs to be compelling for a C-‐level to take advantage of it Make sure you provide detail in the email and on special landing pages on your website Make sure it’s engaging and inspiring If the topic is new to your audience, offer additional information (framework, definitions, FAQ’s) Naturally your current customers don’t need as much background as prospects, but don’t forget to resell them on key benefits
Current customers When you focus on a very specific, smaller audience, you’ll do a far better job of designing a newsletter which provides the information they need to move to the next step of your sales process. Describe the audience in more detail – be specific. What data is important in helping you identify members of this audience?
Sales Literature & Tools Newsletter
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