One of the most common marketing campaigns still used are customer newsletters. Every company I've worked for has always published a customer newsletter and even today, the ACT! customer newsletter (ACT!ion) has the highest open rate of any of our email campaigns. However, it always seems to be one of those projects that seems to get pushed aside or delayed due to higher priority or revenue generating campaigns.
What makes a successful newsletter? Relevant content about your company, your product and your industry. Newsletters are sources of information for your customers. Promote yourself without selling and personalize your company. All content should provide a benefit to your customers. Also, keep it simple, clean, and concise.
By providing additional value to your customers you'll be able to increase customer retention and building your brand. Your company becomes a trusted source for the products and services you provide. As always, be sure to track responses and readership metrics. By doing this, you'll be able to measure what content is most valuable to your customers and adjust it accordingly.
Be sure to check out the quarterlyt ACT! newsletter here.