Been wanting to get that newsletter out? You’re not the only one.

PROBLEM:

“Company Q” lost a major client and needed to replace it/them. The owner had a list of potential clients’ email addresses, which she had collected from classes and presentations she gave about her area of expertise. She thought a monthly e-newsletter might be helpful, since she was unable to predict exactly when potential clients might need her services, and wanted to keep her business top of mind.

SOLUTION:
We made the monthly e-newletter process easy by:

  • Creating a template in Vertical Response
  • Uploading the email list
    [well, this is kind of condensed in time…]
  • Recommending a communications strategy (give away useful information, time topics to fit clients’ seasonal needs, link to informative “white papers” on her website, include humor to lighten a technical subject).
  • Helping the client develop an editorial calendar, so she could plan a variety of topics for her monthly communications and time them appropriately.
  • Assisting with copywriting and project management for the first few newsletters, until the client got the hang of doing it herself.
  • Teaching the client to upload and send the newsletters in Vertical Response herself, so she had flexibility and low cost.
  • Uploading copies of past newsletters to the client’s website, to encourage site visitors to sign up for the free newsletter.
  • Revising the site layout, so the free newsletter signup button was more prominent.
  • Providing ongoing technical, editorial, and strategic support on an as-needed basis, so the client had complete control over costs but could still get the job done.

RESULTS:

  • Newsletter is going out on a regular basis, providing vehicle for ongoing client communications and keeping Company Q top-of-mind
  • Email list is growing
  • Website traffic is increasing
  • Company Q is positioned as go-to expert
  • E-newsletter, website, and classes all work synergistically to showcase Company Q’s expertise
  • It’s just a matter of time until she gets a new client, right? ;-)
2017-05-25T23:03:46+00:00

About the Author:

Freelancer experienced in content development, strategic planning, project management. Also enjoy travel writing, photography, natural history, and chasing the cosmic serpent.

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