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The best advice I can give clients is that successful email marketing campaigns are consistent. Yes, the message matters and a branded newsletter is important; however, if you have all the right elements but rarely press send, what good is it?
My client, LeBlanc Communications, gets the shining star award for connecting consistently! Company owner, Michael LeBlanc, is a firm believer in getting his message in front of his clients and prospects on a regular basis. My NewsGirl and LeBlanc Communications have enjoyed a strong partnership and, in our 6th year of working together, we're both proud to say that we've never missed the opportunity to send out his monthly newsletter that has resulted in sales and repeat business through the years.
LeBlanc Communications is a leader in installing and managing on-premise and cloud hosted business phone systems and telecom carriers. After 23 years in business, it is impossible to have face or phone time with each of his contacts, yet the newsletter allows Michael to relay timely, personal and industry best practice information to everyone on a regular monthly basis. Michael says, "It's like we've been in constant touch because our newsletter keeps us connected."
Regularly scheduled newsletters serve as a routine reminder to longstanding clients and prospects alike. Michael cites one example in which he had not spoken to the key decision-maker at one of his longtime accounts in 4 years, yet he complimented LeBlanc on the newsletter and its relevancy. And, despite the fact that they haven’t spoken regularly, the client will now be hiring LeBlanc Communications to replace its telephone system.
LeBlanc’s newsletter typically results in four or five comments or emails each month once it is released and gets readers to click through to the LeBlanc Communications website. Because of Constant Contact’s reporting features, Michael can see who opened, who clicked and who is paying attention. And, he finds that newsletters with personal interest stories or pertaining to individual employees yield the most click-throughs.
If you’re looking for results with your own email campaign, review your frequency. Are you sending emails often enough? Remember that connecting consistently is the key to success!
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