Making contact with your customer base at the start of a new year is a smart idea for many reasons. It reminds them you’re there; gives you a chance to strengthen your connection with them; and it provides an opportunity to promote products and services they might need. In tougher commercial times, as is the case right now, staying front of mind with your loyalists is more important than ever.
However, nobody wants to send out a vacuous newsletter that simply gets deleted and undermines customer loyalty. To get opened, read and valued, your content needs to be engaging and relevant, without going too far into the click-baity world.
Knowing what I know about newsletters and what gets them opened, here are some thoughts for creating a captivating new year newsletter.
1. Your most frequently asked question from 2024
Customers are often curious about what other customers ask and do, so consult your front-liners to identify the question your clients asked most often last year. Your sales team, account managers and call centre staff will hold the key to this content. Once you have the question, write a convincing answer that ends with a relevant link to your website. You could also remind them that questions and feedback are always welcome, and how they can get in touch.
2. The best customer story from 2024
Once again, your front-line people will be the source of information for this topic. Try to find an uplifting customer story where your product or service made a major impact. Make the story more credible by gathering a couple of quotes from the customer involved.
3. An honest appraisal of your business performance in 2024
This is your chance to build a closer bond with your customer base. Tell them how things are going for you in the current economic climate, including some of the strategies you used to improve performance. Being candid with your audience builds trust, plus your ideas could help them with their own business.
4. A sustainability-led story
Being good is good for business. If you’ve made changes to shrink your carbon footprint, tell your customers about your initiatives and the results. The ultimate story to tell is one linked to achieving a recognised sustainability accreditation, like ISO 14001 or Toitū Envirocare. Remember that greenwashing is a no-no that could blow up in your face. To be credible, your sustainability initiatives need to be precise and measurable.
5. A limited-time offer that’s hard to ignore
Get sales off to a good start with a limited-time offer that customers will find hard to refuse. Options include:
- BOGO – buy one, get one free
- Free shipping
- Spend $100, get a $20 Prezzy Card
- 48-hour Flash Sale
- Mystery discount that’s revealed at checkout
- Universal discount across all products/services
- EOFY specials
6. A sneak peek at a new product or service
Tease your customers with a tantalising glimpse of a new product or service that you plan to launch in 2025. Don’t tell them too much, but emphasise the customer benefits that will result from the new offering. Consider including a way they can register for updates.
7. Your most popular product or service from last year
Shine a light on your top-seller and provide some insight as to why it’s so popular. Include quotes from happy customers, to underline the benefits. Remember to emphasise the problems this product or service solves – therein lies the ‘why’ that will drive future sales.
8. A new year resolution
What will your business do differently this year? Whether it’s a tweak to operations or helping out a local charity, share your goal with your customers.
9. A shout-out to a top supplier or employee
A short feature on a highly-valued supplier or employee that explains how they’ve helped you do better for customers can go a long way. You’ll build loyalty with the company or person involved and respect from customers for giving credit where it’s due.
10. Beer-can chicken, stain removal tip, efficiency hack…
At the end of your newsletter, there might be space for a ‘random but interesting’ life hack. This is a simple human-to-human tip that you recently became aware of. The more amusing the better. Here’s an example: Did you know that all that ex-Covid hand sanitiser makes a great stain remover? Keep yours in the laundry, ready for the next spaghetti Bolognese challenge.
Want some help with creating a captivating customer newsletter? Get in touch.