Newsletters are an ideal way to connect with your customers. If a customer has opted in to your newsletter, they want to hear from you. You want to make the best use possible of that indication of interest and trust.
Newsletters speak directly to your customers and help build a relationship. A great strategy for achieving this is to send out a customer service-oriented newsletter that shows your business’s dedication to their needs.
Here are some ways to do that in your newsletter:
Provide news and updates that are relevant for the customer
You know it’s great that your company got that award and all, but that should not be the feature story of your mailout. The top story (which is the one that customers are likely to see if they click open your email) should be about something that will help the customer solve her problems.
The more often your customer sees copy that helps him, the more likely he is to click open your next email, and your next, and he might even start scrolling down to see your other stories — like that one about the award that shows how amazing your company is at doing what it does.
Show how your product or service can benefit the customer
Pop quiz! Which works better:
A) We’ve just released a new social media feature. It works with Facebook and Pinterest, and you can find it in your Dashboard under Social.
B) Save time! We have just released a new Facebook and Pinterest posting option that will cut your status updating time investment by a third.
Clearly B wins, but why? Because A was a description of the features, and it didn’t explain why the client should care. The second version works because it describes the benefit to the customer. Your customer service newsletter should always provide information about your product or service in terms of the benefits it offers.
Show how your business affects the community at large
If your business has a presence at local events, fundraisers, and other community activities, this is perfect content to include in your customer service newsletter as a second or third story. Your participation in the community lets the public know you have an interest in matters beyond your business. The contributions your business can make to the community show your dedication to maintaining a healthy relationship with your customers.
Feature an employee
To help build the relationship you need with your customers, make your business real! Small writeups about the people at your company adds that human touch and it will help customers build a strong emotional connection with your company. Customers will see that there are actual people in your business who care about their needs.
Update customers on internal changes that affect them
If your company changes policies, it’s a good idea to inform your audience of these changes via your newsletter. This includes good news and bad news. Indeed, proper handling of bad news (e.g., getting out in front of the story, explaining what you’re doing and why, etc.) will make your company even more trustworthy, because you’re being transparent. It’s always reassuring for customers to know that you care about their interests too, not only about the revenue they provide.
Ask for feedback
Building a relationship requires effort from both sides, which is why it is important that your business try to encourage customers to interact with the newsletter. By making your business open to constructive criticism, you can generate a public response that will indicate if you’re meeting customers’ needs. If you’re not, you can change your business in various ways to try to satisfy the customers and maintain their interest. Encourage them to respond to your newsletters with feedback, and then act on the feedback. This will show that your business is committed to keeping your customers satisfied.
Good customer service is an important part of making your business successful, and a great way to ensure that your business is providing the best possible service is through your newsletter. Newsletters dedicated to customer service will help build solid customer relationships, show that your business is constantly working for the customers, and can help improve your bottom line.
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