Newsletter Printing: Developing a Marketing Strategy

newsletter printing servicesMarketing your business with a custom newsletter printing project is a great strategy to expand your sales and gain new customers. This marketing strategy is a “soft marketing” approach that allows you to increase sales volume and get new referrals. In addition, unlike eNewsletters there will be no question whether your targeted audience got the marketing newsletter or not.

Here are the steps to putting together a good marketing piece:

Step 1 – Get Your Mailing List Together – This would initially seem like an easy step to accomplish, but many businesses do not take the time to keep their client records up to date. Typically your best source for good client information is your accounting records. You will have all of the necessary information i.e. customer name, address, city, state & zip code. The only issue is the data may not have been kept updated over the years and some clients may no longer exist. One quick way to fix this problem is to have your list run through the NCOA (National Change of Address) program, which can be done by a mailing house. Typically cost is a minimum $100.00 or $20.00 per 1000 names. Once you have this information, you will know how many newsletters you will be printing and mailing.

Step 2 – Determine Publication Frequency – Depending on your business and changes in your industry, this will determine how often you send out a marketing newsletter. For example, CPA firms will normally do newsletter two to four times per year depending on the size of their practice. A real estate company may do a monthly newsletter. In realtor newsletter they can show homes sold and listed. They have a lot to say about their particular industry. Also, a substantial amount of their business is referral based.

Step 3 – Content Sections and Planned Articles – Your newsletter will help you in branding your products and services. Good content for a newsletter should include: (A) What’s New; (B) News about your particular industry; (C) Customer and/or product/service is the spotlight; (D) Ask for the sale…this can be a special promotion or news about a new product or service. You also want to develop a standard framework for your newsletter that should include: pictures of your building and/or people, contact information (address, phone numbers, emails and website URL). In addition, develop the standard framework for your newsletter including: color schemes, font type and size, location of articles, etc. Once you complete the initial newsletter, you will know whether your newsletter will be a 2, 4, 6 or 8 pages in length. (This allows you to get a quote for the printing and postage cost.)

Step 4 – Design, Print and Mail Production – Depending on your staffing situation and knowledge, you may want to design the newsletter yourself or use a professional graphic designer. If you use an outside designer make sure this person is knowledgeable with printing technology and USPS mailing standards. To save you time and money, make sure you select a printing company that offers both printing and mail services in-house. Consult with the printing company on best strategies for mailing the piece which includes paper type and weigh (gloss, matte or uncoated), folding the newsletters (“flat” versus “letter” size), and postage type to use.

Step 5 – Ask for Feedback – Getting feedback from your readership about the content quality and what they would like to learn about your business is important. Most times you will be shocked at the positive feedback you get and ideas to expand your full color newsletter mailing. You can accomplish this by picking up the phone and talking with 10 to 20 of your better clients.

Step 6 – Evaluate Results – All marketing campaigns should be measured for ROI (return on investment). To do this with your newsletter printing campaign you want to keep track of new sales and/or inquiries. If you offered a special promotion on a product and/or service this will be easy to measure. All other requests you will need to ask that customer/prospect how they heard about your business. A good return should be 3 to 4 times your investment. You do want to complete this measurement after your third printing of the newsletter (with any new marketing strategy you want to give some time before measuring the success or failure of the project).

Great customer service, friendly, easy to work with. The quality of the work is excellent. I recommend EBA Printing all the time.

Moshe R., Mequon, WI

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