This week, we have discussed two different ways to write a customer newsletter. The L. L. Bean method is a one-page newsletter that is, actually, advertisements. The teadog.com method is a combination of editorial and advertising, but it is mostly editorial plus a contest.
A printing company, Fidlar Doubleday, uses an effective technique in a New Year’s newsletter, and the idea could easily be adapted to create a successful retail newsletter.
What Fidlar Doubleday does is introduce its employees and let them say something about the company. It comes across as friendly and inviting.
For a similar retail newsletter, the following would work:
1. Open the newsletter with a general paragraph or two about the merchandise you carry in your store. Then, note that you are going to introduce your employees. You could introduce one employee per newsletter or introduce two or three in each newsletter, depending on — among other considerations — how many employees you have.
2. Following the Fidlar Doubleday example, open the employee paragraph with their name and position, thus:
Senior Sales Associate
3. Then let Phyllis talk about her favorite line in the store, thus:
Hi. I joined the staff at Gifts Galore two years ago, and I love coming to work every day because we carry such unique merchandise. Currently, my favorite line is XYZ Kitchen Essentials. Since most of us do spend a fair amount of time every day in our kitchens, it’s nice if the space makes us feel happy. XYZ makes fun kitchen accessories that do just that. A new item we just got in is a set of mixing bowls in bright contrasting colors. Everytime I walk by our display of them, I smile. Come on in and look around. I would love to show you the XYZ line and our other unusual merchandise, too.
4. If your employees have work e-mail addresses, then include these so that customers may interact with your employees. Short of that, include your store’s phone number and invite customers to call Phyllis if they have questions or need help with something such as choosing a gift.
5. Close with a brief note from you, the store owner, and remember to offer your customers the opportunity to unsubscribe from your newsletter.