Wide-Format PSPs Discuss Newsletter Marketing Best Practices

QUESTION:

Do you send an external newsletter to your customers and prospects?

YES: 58%

• [Our newsletter is] a note on signage information, the impact various media bring to the clients, and where we can help. — Pat Dacy, 3V Signs & Graphics
• [We send a] monthly newsletter highlighting jobs, clients, and products. — Tami Napolitano, Awesome Graphics
• We have constant newsletter activity happening through email and our website. We have pretty much phased out most direct mail newsletters, though we still do quite a bit of direct mail to our clients (just not newsletters).— Wade Neff, Strategic Factory
• Our franchisor has templates we can opt in or out of. [This] keeps us top of mind for our customers. — Linda Fong, Fastsigns Oakland, Fastsigns Hayward
• Most of the “about” contact information and marketing is distributed by LinkedIn notifications. We [send] market-vertical, target-specific emails to the appropriate clients at least weekly. — Brian Hite, Image Options
• Marketing and sales collaborate about new products, seasonal campaigns, and the buying habits of our ideal client profile. This message is integrated with our CRM contacts. — Kristi Duvall, The Boxmaker
• A newsletter can be a powerful tool to stay in front of your customers. ER2 Image Group has a monthly newsletter that goes out to our entire electronic mailing list, which is comprised of mostly customers. Typically, our newsletter is formatted into three or four sections, which are then broken up into smaller social posts. The content is always educational or informational. We never use this as a sales advertisement. Instead, we show things like interesting jobs, new technology, industry trends, and even employee milestones or bios. — Gary Schellerer, ER2 Image Group

NO: 42%

• [It’s an] extra workload; [we] don’t have capacity at this time. — Derek Michalanney, Signageworld
• Our marketing department does send out some communication, and we do social media. — Morgen Masciana, DCG One
• When I get these from other vendors/businesses, I rarely have the time to review them. — Rob Matthews, M3
• We have in the past and intend to restart one in the very near future. — Jim Dittmer, JDA Creative Color