We get creative for print and web
Challenges and Solutions
When should you overhaul your website?How to get people to actually read your newsletter
Why turn your print piece into an e-book?
Tips for creating a theme for a business plan or annual report
Tips on redesigning a large website
Tips on improving magazine, brochure and report covers
Tips on how to design a poster
Tips for creating multi-page templates
Tips on designing a family of logos
Tips on creating an effective fundraising brochure
Tips on creating graphic identities for related entities
Tips for making your business plan more reader-friendly
Tips for upgrading your logo
Tips for upgrading your marketing folder
Tips for extending a print brand with an e-publication
Tips for creating educational materials using new technology
How to create an interactive brochure
Tips for creating a customers-only e-newsletter
How to rebrand
Improving conversion rate on a website
How to look professional without looking impersonal
How to convert a print piece to a website
How to design newsletters for teens
How to create a capabilities brochure
How to create a website for a campaign or a cause
How to create an e-newsletter for a membership organization
How to extend your brand through your email newsletter
How to improve a school website
How to improve your sell sheets
Tips on coordinating your marketing materials
Tips on upgrading a newsletter to a magazine
Tips for creating a customers-only e-newsletter
An email newsletter that provides real value is an effective marketing tool to keep your company top-of-mind with customers, prospects and the network of contacts who might provide referrals. And marketing is typically the goal when Hollister Creative is hired to design, write or manage one. But an email newsletter can serve other purposes as well, including communication with employees, donors and members of an association, union or affinity group.
Less common, but equally effective, is a customers-only email newsletter. Long time client Metro Technology Services is a leading developer of the software used by police departments to manage records and resources, aid in dispatch and share information regionally. Metro's industry-leading update policy means its software solutions are always current with ever-changing technology and state reporting requirements. The company was sending a constant stream of emails alerting customers to updates. Metro worried about update fatigue: Would customers miss a critical update amid the many more routine alterations and improvements?
The solution was UPDATE, an email newsletter Hollister produces for Metro on a six-week cycle. The newsletter consolidates all recent software updates in one customer-friendly package, along with relevant news, helpful tips, notices of upcoming events and occasional feature stories and contests. When there is an urgent update, a separate email goes out about that alone. Streamlining communications has enabled Metro to better serve its customers. Meanwhile, Metro employees are spending more time improving the software and less time providing information about the improvements.
When creating a new customers-only e-newsletter:
- Use your current communication vehicles to tell customers why you are starting an email newsletter, why it is important to them, and when to expect it.
- Include the meat-and-potatoes information customers need, but enhance it with side-dish articles that might interest them and maybe a dessert, such as a contest, funny item or photo.
- Deliver, deliver, deliver. The quality and consistency of your email newsletter tells your customers how much you care about them (or don't) and how reliable you are (or aren't).