Making a client feel valued is an important part of any business. Showing them how to stay relevant by sharing great content is what will set you apart from the competition.
We help the Institute of Inspection, Cleaning and Restoration (IICRC) do just that through the development of e-newsletters that not only focus on internal news and updates, but with articles showing their clients how to retain customers through marketing, social media, loyalty and industry best practices.
We produce two newsletters for the IICRC; one bi-monthly for more than 20,000 registrants and one quarterly for a more specific audience of 5,000. Most companies nowadays send out company newsletters, but what sets ours apart from the rest is that we fill them with useful information that is of interest to not only IICRC stakeholders, but those within the entire inspection, cleaning and restoration industries.
A well done newsletter has the potential to enhance the growth of a company because it communicates directly to its key stakeholders – especially in a hard to reach and underserved niche market like the cleaning, restoration and inspection industry.
One of the most important things when creating a newsletter is to make sure that it is not only informative and interesting, but useful to the reader. One of the most often heard excuses for why a newsletter doesn’t get read is because someone doesn’t have the time, it’s boring or there is nothing in it for them.
Each e-newsletter contains the usual industry updates and technical news, but also in-depth articles and information from key IICRC leaders on how readers can get involved within the industry, and in-turn, grow their business. We also include advice from industry experts on how readers can promote their small businesses through marketing, social media and SEO, as well as other tips and tricks on working within the industry.
We’ve worked hard to make sure that these newsletters are not only informative and helpful, but that people look forward to them and don’t just hit ‘delete.’ We wanted to be different and create something that wasn’t filled with internal promotional hype like most company newsletters, and so far we’ve been successful: our newsletters have an average open rate of 44.36% – nearly double the industry average of 22.6%.