Webland Inc.

Newsletters are a smart marketing tools. They give you the opportunity to keep in contact with your customers while providing them with valuable information. Newsletters are not perceived as advertising because they are perceived as information.

Introducing Weblands Administrative Newsletter System. This program is an opt-in newsletter system that is designed to promote customer loyalty, obtain new clients, and help your company to be productive with digital conents.

The newsletter system also allows for banner advertising so that the newsletter can generate revenue all on it own while increasing the exposure of your business.

Simple article interface allows you or your staff enter
articles quickly and easily.

The template interface allows you to have several
styles of newsletter you can customize for each
application

Users Interface

Users can easily be added, deactivated or made into
an advertiser

Email newsletters present the enormous opportunity of being able to deliver your message on a regular basis at a very low cost to people who have demonstrated an interest in your product. The big challenge in distributing an email newsletter is generating content that will motivate prospects to open, read, and respond to your newsletter.

Newsletters that simply provide a recap of the latest products and news from the company that issued them will be read only by the most loyal customers. To reach out and influence potential buyers, you need to provide objective information that can help your prospects do a better job in their own business..contact webland for more information.

Tired of paying big bucks for ads that don't generate enough responses? Need to turbo charge your company's sales? Then you may want to consider using a very effective but often-overlooked sales tool: a customer newsletter.

Newsletters have four times the readership of a traditional ad (source: Dartnell Co.).

Readers find newsletters to be more credible and believable than ads. Publishing a professional newsletter helps establish your company as an authority and leader in its field. It also improves name recognition and sets your company apart from the competition in the minds of readers.

A newsletter allows you to give more in-depth information to readers than an ad. This is especially important when you're trying to educate consumers about complex products or services. Once customers fully understand the many benefits of your products and services, they'll be more likely to buy.

Newsletters have a longer shelf life than ads and are more likely to be read by multiple people. Chances are you've probably received a newsletter in the mail, read it and passed it on to a coworker or family member who was interested in the information. Or you may have clipped an interesting newsletter article and posted it on a bulletin board. Ads, on the other hand, are rarely clipped and posted or shared with others.

Newsletters can be used to attract new customers, increase repeat business from existing clients, enhance your company's reputation as an industry leader and improve customer communications.

Everyone from a direct response marketing background knows that your "house" list (the list of your own customers and prospects who've contacted you in the past) will always give you a far, far better response rate than any outside list could. Having an email newsletter to offer, allows you to grow and market to a new house list.

Everyone from a sales background knows that you almost never sell a prospect the first time you meet them. Prospects need between three and seven "touches" from your company (and sometimes many more) to feel comfortable and familiar enough with you to purchase, and to remember your brand name in a crunch.

That's why running small space ads in magazines year round works much better than investing the same amount of money in one big four-color spread. That's why TV advertisers run the same exact ad countless times until you are sick to death of it.

That's also why email newsletters work so well.

Reason #3: They're cheap and (somewhat) easy

Running an email newsletter is far less expensive than postal mail campaigns or most other forms of traditional advertising and PR. You can start collecting names (with permission of course) from visitors to your Web site and in-bound prospect phone calls. You can write the newsletter in-house if you have a good enough writer on staff. And sending an issue can cost just pennies per name.

Here are some tips to help make your customer newsletter more effective at generating sales:

Carefully choose your articles so each one generates results. Don't waste space by printing "fluff" articles that have nothing to do with your company's area of expertise. Also, avoid using generic filler material, such as recipes, famous quotations, etc.

Every article should be used to generate specific results. For example, one article might be used to prompt sales by introducing a new product and its benefits. Another article might profile one of your best customers, showing readers new ways to use your company's products and services. Another story might improve customer trust in your company by highlighting the impressive qualifications and accomplishments of key employees. Yet another article might discuss a hot industry trend and would draw in new readers who comprise your target market.

It's also important to keep each article focused on its goal. I recently received a customer newsletter from a new bank that opened near my home. The bank did an "Employee Spotlight" article featuring its customer service manager. The article talked extensively about the manager's personal life: She has "three lovely children," loves water skiing, collects antiques, etc. Although this article may make the featured employee feel good, it's probably not going to attract many readers or cause anyone to switch their checking accounts to this new bank.

The bank had the right idea. Employee spotlight articles can be very effective. However, the bank's article lacked focus. Instead of concentrating on the employee's personal life, the newsletter could have quoted the employee as to how, for instance, she has 20 years of valuable experience in the banking industry; how she's "totally dedicated" to customer service; and how she's implemented innovative new procedures to make sure customers are served quickly, courteously and accurately. This more-focused article would be far more likely to attract new customers to the bank than the article that detailed the employee's personal life.

Attract more readers - and more potential customers - by featuring articles that give free, helpful tips related to your company's area of expertise. These should be tips that are useful to readers regardless of if they do business with you. For instance, a home-security company might offer crime-prevention tips in its customer newsletter. A hotel conference center might offer meeting-planning tips in the newsletter that it sends to corporate clients. A sign company that sends a newsletter to local businesses might list tips on how to choose the right color combinations for an interior sign.

These "free tips" articles are not only a good way to demonstrate that your company is an industry expert and is concerned with helping out customers. They also draw in a wider range of readers who will likely get hooked on the newsletter and read your other more sales-oriented articles.

Generate sales leads by promoting free subscriptions to your newsletter. An easy way to generate sales leads is to add a line at the bottom of your company's marketing materials - ads, brochures, catalogs, signs, etc. - that encourages customers to call and get a free subscription to your newsletter. For instance, a home-security company might add a sentence at the bottom of its newspaper ads saying "For valuable tips on crime prevention, call us now and get a free subscription to our Crime Watch newsletter."

People who add their names to your mailing list make excellent qualified sales leads. For instance, in the example above the home-security company's sales people would want to follow up with each subscriber because they already know that those who've requested the newsletter are concerned about crime. Thus, those subscribers would be likely candidates for home-security systems.

Add customer testimonials to make your newsletter more impact. Customer testimonials can be extremely persuasive to potential clients. You can use these testimonials in several ways.

The most effective way is to do a feature story on one of your satisfied clients. Interview the customer and quote the person as to how beneficial your products have been to him or her, how helpful your company's employees were, how he or she would recommend your company to others, etc.

Another way to use customer testimonials is to put a feature in your newsletter called "From the Mailbag," or something similar. Here you can reprint positive, complimentary customer letters that your company has received.

If your company doesn't get many customer letters, one good way to generate customer testimonials is to send out a feedback form to each customer who orders one of your products or services. Ask open-ended questions, like: "How satisfied are you with the product you ordered?" "Please describe the level of customer service you received." "How can we improve the product or service that you received?"

At the bottom of the feedback form, add a sentence that says: "Occasionally, we use customer comments in our promotional materials. Is it OK if we use your comments?" Then have the customer check a "yes" or "no" box.

If the person approves, you can then reprint any appropriate comments in your newsletter's customer testimonial feature.

Maximize your newsletter's exposure, and you'll maximize its results. If your company is going through the time and expense of publishing a newsletter, you'll want to get maximum exposure out of it. Some suggestions:

Mail your company's newsletter to all former and current customers. Also, send it to potential customers who may have requested information on your products in the past, but never ordered from you.

Give your salespeople copies of the newsletter to hand out on sales calls. Asking potential customers if they'd like a "free newsletter full of valuable tips," is a great door-opener and conversation starter for salespeople who make cold calls.

Send the newsletters to all potential clients who may have a strong interest in certain articles. If you did an article in your newsletter about how a local bank is saving thousands of dollars in labor costs because of a new computer system that your company installed, send a copy of the newsletter to all other banks in your service area.

Place a stack of newsletters at your places of business, wherever customers visit. This may include your office lobby, a retail store or showroom.

Give out your newsletters at your company's trade-show and exhibition booths.

Put your newsletter and its back issues on your company's Web site. No other medium gives you such widespread access to potential clients throughout the world for such little cost.

However, a customer newsletter will only be effective if it is carefully planned and looks professional.

If used correctly, Customer & Sales Newsletters can be a highly effective way of increasing
customer retention, building brand loyalty and increasing profitability.

This extract is intended to provide some suggestions about how Customer and Sales Newsletters can be used to market a company's products and services.

To build a brand loyalty
Control over pricing is one important advantage a branded product provides over a commodity. The process of building brand status usually starts with some value-added feature, but once you add that value it is imperative that your customers know.

A Newsletter can provide critical communication to develop and reinforce brand loyalty. In fact some recent research has identified that newsletters have four times the readership of a traditional advertisement! So, once your customers' perception and preference begins to change towards your products and/or services you can consider the implications of charging your customers a premium.

To deliver a consistent sales message
Companies are continually striving for consistency in all that they do. An inconsistent message is an invisible force that reduces sales effectiveness. One sales person tells a customer one story, another sales person tells another. Or it may be one version of the same story in one sales department and another version in a different sales office or department.

This is particularly true in larger organizations. Quite simply, the physical size of a company sometimes makes it difficult to get the same information to the right people at the same time.
Newsletters can provide an official position and a consistent message to both customers and staff on such things as product performance, specification and warranty.

Consider printed or on line newsletters
Sales and Customer Newsletters will help your company to generate new business, to increase repeat sales, to improve customer loyalty and to boost referrals. However, you should also consider the method of delivering the actual Newsletters.

With the Internet revolution upon us, it may be more effective to send Newsletters by e-mail, which will avoid print and postage costs and would generally be a faster way of delivering the message to your customers and sales people. Dependent upon the target audience, the effectiveness of the Newsletter may be significantly improved by electronic publishing. It may send a signal to your customers that they are dealing with a progressive company who use the advancement of technology as an effective communication medium.

To generate new business opportunities
quite often, sales people tend to focus on existing customers and existing business at the expense of prospecting new customers. Although this is not unusual, it may not be in the long-term interests of your company to allow this to happen. A marketing Newsletter can be an effective solution. By using contact lists prepared by your sales people, you can mail out your Newsletters and response forms.

Ask potential customers to register for ongoing copies and you are on your way to building a mailing list and an excellent target audience. Prospects that show interest in the Newsletter, but with no immediate purchasing intention will then stay on the mailing list and receive future issues of your marketing Newsletter. Likewise, you can attract more readers by featuring articles that give free and helpful tips related to your area of expertise.

For internal marketing
there is a strong argument that internal marketing is important to the success of a business. Why not send copies of your Sales or Customer Newsletters to your own staff. The logic being that everyone within your company should know about what you sell and why customers should buy from your company rather than competitors. Features about your products and services in the Newsletter will also educate your own staff. Also, ask sales people to leave Newsletters with potential customers when cold calling.

For quicker acceptance of new product launches
one of the challenges of a new product development is getting it accepted by your existing and potential customers. Most products will go through a typical S-Curve on there way to adoption, but a Newsletter can help to move the product through this curve more quickly. You can effectively prime customers in advance of your product launch, in order to inform them about the benefits of using the new product.

Add customer testimonials
a customer whose perception is that they did not get a good deal or did not obtain value for money will probably not return to make another purchase. One way that you can make buyers feel better is by publishing testimonials from some of your well-known customers.

This approach makes customers feel that they are buying from a reputable and reliable company. An example may be to feature a full-page case study about one of your satisfied clients. It would perhaps describe the whole sequence of events, from the initial concern through to problem resolution.

Promotional campaigns to balance sales demand
for some companies, especially those manufacturing seasonal or cyclical products, you can go some way to balance some of your production patterns by effectively using Newsletters. Newsletters provide an excellent way of letting customers know the advantages of buying earlier or after the peak demand period. Whether your tactics are based upon price, delivery time or some other form of incentive, you can let customers know about the benefits via your Newsletter and level out some of your seasonal or cyclical demand.

The credibility factor
Readers find Newsletters to be a more believable than advertisements. Publishing a Newsletter will establish your company as an authority in your business sector. Remember, if used correctly, Newsletters are about a "soft" sell rather than being full of hype and propaganda. There are also plenty of opportunities to give more in depth information about your product or service than an advertisement and they are more likely to be passed on to other co-workers.

To sell higher margin products & services
A Newsletter can emphasize higher margin products among both customers and employees. For employees, it can reiterate the benefits for the company of selling products with higher margins. And for customers, the Newsletter will let them know that the product or service exists, specify how to buy the product and stress the benefits of using them rather than an alternative.

To obtain customer feedback
To think of a Newsletter as only being a mechanism to push information outwards misses one of its most powerful possibilities. You should use a Newsletter to bring in customer complaints, compliments and suggestions. For example, you can use a Newsletter to periodically survey your customers. A Newsletter is useful to set the tone of the replies that are being canvassed. Respondents will better understand the purpose of your company's plans and by doing so your feedback will deliver better value in order to generate strategic action plans.

Webland Newsletter System