Increase customer retention by building a successful newsletter in 2023.

As an astute business owner, you probably already know that mobile payments can increase customer retention. You probably also have a smart terminal onboard that helps you streamline virtually every aspect of your operations. Even so, there is another element that you may have under-used or overlooked entirely as you seek to turn one-time shoppers into loyal buyers: Your business newsletter.

The elements of a business newsletter.

Before we dive into the benefits of this electronic publication, let’s take a minute to review what goes into the most successful instances of this type of communication. Vital parts include the following.

• Compelling subject line. The quality of your subject line may well determine if customers open your newsletter at all. While they may have voluntarily subscribed, keep in mind that your customers are inundated with messages every day, so make sure yours merits their further attention.
• Pre-header copy. Appearing right after the subject line, this gives the reader a glimpse of what they can expect if they open your email.
• Content. The copy you present should be uncluttered and focused on one or maybe two topics. Information should do more than just promote sales or products; make it your goal to educate as well. Remember, your ultimate intention is to stimulate interest with your content that encourages customers to visit your landing page, website, or blog.
• Images and alt text. Visual content keeps people engaged, and alt text describes the pictures for readers who don’t have their email images turned on.
• Call to action. This highlights what you want your subscriber to do next: visit your website, take advantage of a promotion, etc.
• Preferences section. This is where people can sign up for specialized publications, allowing you to key in on targeted interests.
• Unsubscribe button.

Once you have crafted a newsletter with all of the necessary components, be sure to test it out, including the effectiveness of your subject line and its mobile responsiveness. Then be sure that your business’s name is in the “sender” spot.

Customer retention advantages courtesy of your newsletter.

Your electronic publication can do much more than simply keep your business at the top of your customers’ minds. Here are just a few of the benefits you will quickly realize once you begin distributing a newsletter on a regular basis.

• Lead generation and sales conversion. By incentivizing new customers to sign up for your newsletter with a one-time product discount, you immediately gain access to the contact details of a potentially interested buyer who has every reason to explore your website and buy something.
• A reminder to your customers about how to contact you. With so many strong competitors out there vying for sales, it’s all too easy to get lost in the shuffle. Your newsletter serves as a way to remain at the top of your patrons’ inboxes and minds so that when the time comes to make the next purchase, you’re more likely to be the business they look to first.
• Brand image unification. Your newsletter is a great way to tie all of the various loose ends of your business into one cohesive piece. In many respects, it takes the message you are quickly conveying on your homepage and fleshes it out with actionable content that grabs and keeps buyers’ attention, prompting them to make purchases and solidify a lasting relationship with your business.
• Measurable results you can act upon. With the help of your point of sale system, you can use analytics to see who is taking you up on your call to action, as well as what products they eventually purchase. Once you are armed with those details, you can use them to craft future marketing initiatives and can even create customized content for subsets of customers aligned with their preferences.
• Highlight what sets your business apart from the rest. Your newsletter gives you a forum to toot your own horn with enriched content that goes beyond what you can feature on your website. It provides you with a vehicle that allows you to convince customers that they will be doing much more than merely spending money at your store. In fact, they will be identifying with a brand and a group of products they believe in and are passionate about.

In the end, your newsletter gives you an unparalleled chance to demonstrate to current and future customers why you are different from the rest. It should inspire trust and help readers to feel like they are a part of something they love and can get behind. Yes, it takes time and resources to regularly create and distribute newsletters. However, the benefits you will realize will make all of your efforts more than worthwhile.