Snail mail wins the race!
When we started talking about doing print newsletters at my marketing group, the Entrepreneur’s Circle, my initial reaction was no way Jose! You see, I had done an email newsletter for a couple of years (some of you may even remember it?!) but although the open rate was high – 60% – the business generated was low.
So I decided to stop doing that and concentrate on other ways of getting the business in.
It was only when I was reading “Keeping customers” from Nigel and understood the comparison between a Mercedes and a Triumph that I decided to do a print newsletter. And boy, what a conversion! I went straight to write the first newsletter during the Christmas holidays and got it published in under 1 month, 2 weeks of which were lost because I was trying to do it the cheap way rather than the effective way.
Results? “I loved it! So clever and much better than an e-mail which frankly, with the best of intentions, I would not have read!”. I have had referors get back in touch with me asking how I have been.
The biggest change was at an event last weekend, when I met several clients and leads. ALL of them said that they had read the latest newsletter, which had only been sent out 2 days previously. A perfect non-threatening way to keep in touch.
And I know that when they have staff issues, I will be the first HR consultant they call!