Monthly Customer Newsletters – The Secret to More Profits and Customers for Life!

By: jpalmer on: January 11th, 2010 27 Comments

Warning! This post contains phenomenal information on how to grow your business and boost your profits with a monthly customer newsletter. But you should also know that I’m also going to challenge you not to be what I call a newsletter pansy!

It’s a fact that customer newsletters help businesses succeed. And the best and most effective way to grow your business, boost your profits, and get more customers for life is to mail monthly. Anything less frequent than monthly means that you are simply being a newsletter pansy.

Dollar for dollar, newsletters are the most effective marketing tool available. Plus, customers who read your newsletter are usually in a good position to do business with you again and recommend your product or service to others. And that’s where your new business comes from! Let me share with you more of what I call the magic of newsletter marketing.

Newsletters are not perceived in the same manner as are postcards, fliers, or other forms of direct mail marketing. When people receive these or anything else that has a sales and marketing feel to it, their guard goes up and they think, “Uh-oh. What are they trying to sell me?”

Newsletters work well because they tend to be read as informational, making them more welcome when they are received. As such, they have higher readership than other forms of advertising. People also tend to be more receptive to what you have to say in your newsletter, because newsletters aren’t meant to be sales tools. Rather, they are designed to be a resource.

Because people are conditioned to be less resistant to reading information, which is exactly what a newsletter should be, most people read a newsletter with their guard down. This is a HUGE marketing advantage. When your customers’ guard is down, they are open and receptive to what you have to say!

Now I want to share with you five of the many proven ways that newsletters will help your business grow.

Secret  1. Newsletters Help Keep Customers

Your current customers hold the best prospects for future growth. Plus, the longer they are customers, the more likely they are to spend with you. A monthly company newsletter helps you stay top-of-mind with your current customers. When your newsletter arrives, your customers start to think about you. Issue after issue, your newsletter reinforces your relationship with your customers and gives you a way to tell them about products and services they may not know about.

Secret  2. Newsletters Help Get New Customers

You want your newsletter to help you get new customers. Informative articles give your newsletter what marketing pros call “pass-along value.” Your newsletter makes it easy to pass on the information. Because people read newsletters as a publication and not as a marketing piece, a newsletter is a great way to tell potential customers about your business.

Secret  3. Newsletters Help Build Credibility

When people read your brochure, they treat it as a piece of marketing literature. But when they read your newsletter, they treat it as a publication. Your newsletter also gives you the opportunity to tell people success stories about what you do and how well your products work. You can illustrate the benefits of your product or service with statistics and customer testimonials. Credibility is a huge benefit of a monthly printed newsletter.

Secret  4. Newsletters Help You Stand Out from Your Competition

Since you decide the direction and content of each newsletter, you can differentiate yourself from others—especially the larger businesses that typically do not produce customer newsletters.

Secret  5. Newsletters Help You Build Your Brand

Branding is the art of making people aware of who you are, what you do, and how you’re different from and better than the competition. You want to have a little bell go off in people’s heads when they hear your name. You want them to say, “Oh, yes, they’re the people who…”

So there you have it—I simply can’t say it any more clearly!  Publishing a monthly customer newsletter is smart. Not doing so, no matter what business you’re in, is simply being a newsletter pansy.


Jim Palmer is internationally known as The Newsletter Guru and author of The Magic of Newsletter Marketing—The Secret to More Profits and Customers for Life. His companies include and For a free newsletter template and 20-page special report, visit

27 Responses

  1. Great advice, as always, Jim!

    I would never even think about NOT mailing out a print newsletter in all my businesses.

    I once had a business where I produced up to 4 different print newsletters every single week, depending on the time of year, plus one overall monthly one.

    By far the best thing anyone can do to maintain and build a loyal, raving customer base.

  2. Julia Kline says:

    Great info, Steve! You say all the same things about newsletter marketing that I say about social media marketing. I guess great minds do think alike … Not to mention great marketers! … I wonder how it is that we both happen to teach the same, really great marketing advice? Maybe got something to do with this here Kennedy blog. lol

  3. Rob Anspach says:

    … yes, yes they do!

    Newsletters coupled with social media and you got a one two punch to keep clients coming back.

  4. Jim rowe says:

    It’s a great way to get my restaurant in your house and I can guarentee only a small percent of my competitors are doing this.

  5. It gets back to “know, like and trust.” If you *give* them actionable information, the reader gets to that state of mind a lot quicker.

  6. I now have over 1,600 subscribers to my monthly newsletter. and most of them have never received one from a golf pro before. Duh. that’s because golf pros don’t do newsletters.

  7. Last year my newsletter helped me pre-launch 2010 programs and lock out competition. Thanks Dan and Bill and Jim for all your expert advice on newsletters.

  8. I do however invest 12 hours per month in my newsletter. Notice the key word “invest” not “spend”. However if you think 12 hours per month is too much, I highly recommend you utilize a done4you type program like Jim Palmer’s.

  9. after you mail your newsletter, post an on-line version on your website, facebook, blog, twitter, linkedin and wherever else you can. Recycle parts of it for other articles on article websites. Encourage your followers to forward it to their followers. And don’t say, but…but…but…

  10. Newsletters are phenominal… I’m guilty as charged on this one myself!

    Newsletters that ooze personality will work much better… and you can always use content from ezinearticles to compliment your own if you wind a good one!

  11. Jean Wolfe says:

    Thanks for this timely reminder at the start of the year!

    There is something about holding a physical piece of paper which makes it more real (even if you are a social networking star!) Plus of course the rarity value as a lot of customer contact is solely on line these days.

  12. […] a blog is the ability to start a conversation directly with me, Dan, Bill, Mara, Russell Brunson, Jim Palmer, Mike Capuzzi, Robert Skrob…or any of the other authors…and even the other readers. So, […]

  13. John Danbury says:

    I have been writing a monthly newsletter that is posted to all clients past and present since April last year for my Magic business here in the UK and it works a treat, it is sometimes a pain to get the time to write the 4 page letter but I have read Dans NO BS Time Management book and am slaying the vampires on a daily basis. I will be starting a newsletter for my marketing consultancy any day now, I agree that this is one of the best non sales type of sales as it keeps your name on the desk of everyone who is important and it has paid dividends for me this year so many thanks and keep up the good work.

  14. Charles says:

    Newsletters Help Build Credibility
    great tips Jim
    thank you

  15. Fox Alpha. I think a print newsletter makes a business seem more substantive, and if it contains info I can use, so much the better.

  16. Thanks for this great post Jim! Definitely getting to work on implementing this!

  17. A great, concise sampler of the 1000 reasons you would be NUTS not to use a customer newsletter in your business. What Jim didn’t mention is EVERY business needs a client newsletter. Entrepreneurs often whine: “But MY business is different!” It doesn’t matter if you have a restaurant, sell insurance, pump gas or dig ditches. It doesn’t matter if you live in a big city or a small town. All businesses either make stuff or they do some stuff. We keep score by how much stuff we sell at the end of the day. So don’t rip yourself off by allowing this excuse to let you off the hook from actually trying print customer newsletters.

  18. Rob Anspach says:

    Lay it down David!

    By the way… David is the creator of the best “killer” newsletter around. No exceptions! Its his passion!

    …and (I’m letting the cat out of the bag here)… I’ll be interviewing David all about his passions for marketing, newsletter creation, client retention and … oops I said too much already…

    …go to my website and sign up for my newsletter and you’ll be first in the know when the interview is released.

  19. Rob Anspach says:

    oh, and this goes out to John Danbury … (and any others here considering writting their own newsletter)

    if you have the time to write a 4 page newsletter… great. But, most of us Genius, Marketing Maniacs would rather spend that valuable time coaching others. My suggestion go to David Gruttadaurio’s site (click on his image) … and check out his newsletter… it can be customed crafted to your use and by partnering with David you may be able to offer it to your clients as well. A win/ win for all.

  20. Rob,

    you just got me to sign up for your newsletter. I’m intrigued to read what David will have to say!

  21. Donna Kopf says:

    My past 4 newsletters were generated by my trade organization for free. You can pick from a list of articles, plug in your business information, and change the motivational quotes on the side… You get what you pay for.

    They understood the importance of a client newsletter but they missed the mark on a few key points. One, it lacks personality and individuality. Two, while the content may be interesting to someone in the profession, the average reader may or may not feel the same way.

    I am assembling my first newsletter with new focus.
    Thanks for the blogs! They are helping me navigate “this marketing thing”.

  22. […] To read more of Dan Kennedy’s expert opinion about why newsletters work so well, read his blog post… […]

  23. […] read more of Dan Kennedy’s expert opinion about why newsletters work so well, read his blog post… This entry was posted in Uncategorized. Bookmark the permalink. Follow any comments here with […]

  24. Client newsletters absolutely must be PERSONAL. getting a canned newsletter that has nothing specific about your business, about your market, and about local goings-on or new laws that are relevant to your industry is better then no newsletter at all… but nothing close to a solid newsletter that interacts.

  25. Rob Anspach says:

    Yes I agree, a newsletter must be personable, interactive and compelling.

  26. says:

    Good post. I learn something new and challenging on websites I stumbleupon on a
    daily basis. It’s always helpful to read through articles from other writers and use something from their sites.

  27. Jeffrey Manu says:

    This is solid advice.
    It’s almost like a secret that many people don’t know.
    It took me months after starting to create a newsletter.
    I got offered $15,000 for marketing strategy and to setup a campaign after my first newsletter. I was hooked.
    Now I have one for 7 figure businesses, another for Christian Entrepreneurs and I’m launching another newsletter for business owners who want to know more about influence and persuasion.

    I’m grateful to Dan Kennedy for his books.

Leave a Comment