While push marketing remains an important component of any customer acquisition or retention program, pull marketing has become even more so. It is becoming increasingly more common that consumers have already done much, if not the majority, of their research before reaching out to a salesperson.

This research includes searching the internet, looking up websites to compare companies/brands, finding out more info on other similar items, reading reviews, asking friends or others they know use the product, etc.

This is one reason why content marketing has become such a critical part of any marketing program. It provides related, beneficial information that can be found during the research process of a prospective customer.

Though there's many forms of content marketing, one of the most common forms is the customer newsletter. Note, generally speaking newsletters are sent to previous or current customers or those that were interested enough in your products/services that they signed up to learn more.

Newsletters educate, create thought leadership, and present the company as a valued resource. Adding personalization makes content even more compelling.

One community-based healthcare system found out just how much...

After sending a traditional newsletter for years, the organization began matching the content to what it knew of patients’ health conditions. After about a year, it conducted a readership survey to find out how the new approach was being received.

The results?

  • 93% of respondents felt the articles were relevant and of interest.
  • 73% read the entire newsletter every time it came in the mail.
  • 77% said it was easier and quicker to read.
  • 95% said they became aware of services that were previously unknown.

Not only did the healthcare system solidify its relationship with existing patients, but nearly every one of these patients learned about some of the provider’s services they didn’t know about before. That’s great cross-marketing!

Because the organization tracked which articles patients received as well as patients’ usage of services, it was also able to calculate ROI on its efforts. ROI on individual articles ranged from $50 to $444 per dollar spent.

Takeaways:

Customers aren't a one size fits all, therefore our marketing emails shouldn't be a one size fits all. It'll take more time to create a couple versions of each monthly email, but over time has the potential to yield great results.

Make it worth the read. Find the right balance between sending the information about sales and promotions and important information that could be of benefit to them. Send too much information and no promotion, your company emails are basically just a blog. Send too much promotion and you might lose customers learning about the value of your company and not see you as a valued resource.