Let's dive into a topic that's been on my mind while I was sketching out a newsletter strategy: the real value of customer newsletters.
Reflecting on the past decade, the question arises: are newsletters for existing customers truly worth the effort?
Don't get me wrong - I come from a Demand Generation background - I'm all for prospect newsletters. They're great for drawing in potential clients, adding them to your sales funnel, and ultimately boosting revenue.
But when we switch gears to focus on newsletters for existing customers, things get a bit murky.
What do customers really want from us?
They're looking for tips on maximizing their use of our products, assurance that we're listening, and that support is just a call away. I'm not convinced that a broad-spectrum customer newsletter hits the mark. Perhaps what's more effective is a personalized approach, similar to a Quarterly Business Review (QBR), filled with specific usage data and metrics tailored to the individual customer.
Sure, it's important to keep everyone in the loop about new features, upcoming events, and webinars. These are things that both prospects and current customers should be aware of.
However, dedicating resources to a continuous newsletter strategy for existing customers might not be the best use of our time and effort.
Instead, consider focusing those resources on refining your product marketing and go-to-market strategies for your current clients.
This shift allows us to redirect our energies towards creating fresh content and honing our prospect newsletter strategy, leveraging the power of intent data and content retargeting. Intent data, after all, is key to understanding and predicting customer needs and behaviors, making our marketing efforts more targeted and effective.
By leveraging intent data more strategically, we can ensure that our communication is not just heard, but also resonates deeply with our audience, whether they're long-time customers or prospects just entering our orbit.
Comments