The most basic service we provide to clients is the R2R email newsletter. It’s a monthly email we send on our clients’ behalf to their customers, prospects, strategic partners, vendors, and others with whom they want to stay connected. If you can only do one marketing activity, this is the one we recommend because it works and is cost-effective.
For our clients, we take care of the heavy lifting – we write the content, design the newsletter, include their promotions, create the draft, and send it to them – ready to approve. We make it easy for them to have a monthly touchpoint. But much like the adage about the cobbler’s son having the worst shoes, we neglected our own email program and let it fall by the wayside.
(Tom here, the R2R CEO – this is 100% my responsibility. It was my decision and a bad one).
Thankfully, Debbie on our team recognized the lapse and suggested we needed to keep reaching out to our lists with our own newsletter while we regrouped on the tried-and-true Weekly Thought. She was right – we sent a newsletter in early November after nearly two months of not practicing what we preach.
The result? The day we sent the newsletter, we heard from two clients. One asked about sharing some of the content, and the other asked about additional services we offer. That led to an expanded engagement that will increase R2R’s revenue AND provide even more leads to our remodeling contractor client in the weeks ahead.
The only reason that opportunity happened was because we sent our newsletter. We did the thing we tell every client they should do. The thing we handle for our clients because it’s so easy to overlook.
Effective email marketing isn’t about sales – it’s about touch points with your audience, keeping your brand top-of-mind, and providing value-added content. If you’re not sending regular, valuable messages to your clients, prospects, and contacts, you are missing new opportunities for your business. And missing the opportunity to serve your customers better.
It works.
