You’ve likely heard the statistic that it is 10 times more expensive to find a new client than it is to keep an existing client. I couldn’t agree with that statistic more. Often times, clients will leave a provide simply because they feel forgotten or lost. One of the best ways to prevent that from happening is an email newsletter. Big question then, is who should receive your email newsletter?
Obviously, we’re going to add our clients to that list. Someone who has paid us in the last six months can certainly be added to that list. For most email newsletter systems, such as Constant Contact or Campaign Monitor, if you add an email address that has already opted out of your newsletter, you can’t manually add them back in again – helping us to avoid being marked as spam. When we get a new client at Full Scope Creative, I’ll add them to our newsletter list right away. Just to be safe, I’ll ask for permission or let them know that I’ll be adding them but they can opt out down the road if they choose to do so.
But who else should be added to the list? There are two other groups I usually look at. One is key referral sources. Whether this is other team members, partner companies, people who have sent referrals, or key networking partners, we also don’t want them to forget about us. Not only do I not want my key referral sources to forget about me, but we have new features or products we roll out overtime, and I want to make sure they know about these new offerings as well.
Another group I’ve added to my newsletter over the years were family and friends. Full Scope Creative has received referrals from various family members and friends over the years, and I want to make sure that all of them know what we’re up to. It’s happened before that a friend received our newsletter and later heard a conversation between a friend of theirs that fit what we were talking about and it turned into a referral for Full Scope. Again, to be safe, check to confirm it’s OK to add them or at least be sure (as is always the case) to have an easy way for them to opt out of the email list.
Having an active email newsletter is a great way to keep front and center with your clients and key referral sources. Adding clients, key referral sources, family, and friends, is a great way to build up your recipients list and help get your message out to a wider audience.