"Customer Newsletters... The Media You Control"
Contrasting studies which indicate that customers view
virtually all advertising as self-serving, newsletters are not
perceived as advertising. Instead, they're seen as a trusted
communication from a financial partner who provides
timely, helpful financial information. So, newsletters
deliver far higher levels of readership than any other
media - and they can deliver multiple product messages
compared to newspaper, radio, direct mail or statement
enclosures, all of which are one-dimensional.
Contrasting other media, newsletters:
- Are more cost-effective per product sold
- Sell more services and are viewed as a customer benefit
- Can cost less to distribute than direct mail
- Provide targeted messaging
- Deliver detailed product information
- Are a regular communication customers trust
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A newsletter is your exclusive media. It lets you control
the contents and distribution. No other medium provides
the same level of executive control over multiple product
messages.
Read More...
"Meeting the Customer's Expectations Requires More Than Great Service"
Taking care of the customer is no longer a point of sale challenge/
opportunity. It's a critical, ongoing business reality. Especially for
financial institutions, as consumers and businesses have become
more aware of the "around the clock" options available to them.
This means that a concerted effort must be make to communicate
with customers on a regular basis, confirming that you understand
his or her needs. That you're willing to go the extra mile - and
then keep going. And that you are dedicated to viewing reality
from the customer's perspective, first and last.
If you're a bank in today's market, your watch words and very
first line of defense - and offense - must be:
"Communicate with the Customer."
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"Where Does Your 'New' Business Come From?"
Customers who maintain only one relationship with your
business are considered unreliable for the long term. And, the
odds are that they will be unprofitable.
In an increasingly competitive marketplace, the solution to
this problem is to cross-sell these individuals more of your
services, thereby increasing the number of relationships with
each customer.
Do you know where your new business comes from?
Consider, for a moment, the four sources of "new business"...
First Time Customers, Switchers, Newcomers (to your area or
new users of the products or services you provide), and Existing
Customers.
Of these four, only one creates four times the growth potential
of the other three... The existing customer.
How much do you pay to acquire each new customer?
Today the real, hard-dollar cost of every new account to come
through the door is high. Regardless of how you got it.
Documented studies have indicated that, in the financial industry,
for example, the cost of each new account acquired can run well
over $250 - whether or not those individuals ever saw your advertising.
One major bank's actual cost for every new account opened is more
than $400!
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"Communicating and Cross-Selling With Newsletters - What You Need To Know"
Why Should You Have A Customer Publication?
Across the country, thousands of banks and other companies
have jumped on the information band-wagon. Very likely, some
of your competitors have their own newsletters or magazines
slanted to their products and services.
Why? Because customer publications work. In a format that
promises -- and delivers -- information, a proprietary publication
for your institution goes to a targeted audience you determine.
There is no waste.
Customer newsletters contain more bank information than
people readily read in mass media advertisements. They further
promise a non-threatening, non-sales-oriented message. Properly
put together, they become ostensible information packages that,
in fact, are well structured sales tools.
Here's another reason:
Your Customers Will Read Your Newsletter!
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"Truly Customized Newsletters Don't Happen by Accident"
A newsletter is an integral customer communication that
reflects on all your marketing efforts. So, it's too important a
project to experiment with. You wouldn't hire a carpenter to
do a financial plan. Then you can see why it's a mistake to try
making inexperienced staffers instant experts in publishing and
direct marketing.
Signal Group has over 30 years experience in getting the right
message(s) to key customer markets, from Retail to Consumer,
Business, Senior, Trust/Investment and High Net Worth.
We build your newsletter using our extensive experience to
structure each issue as a benefit-oriented, educational
presentation of your products and services.
Read More...
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