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Client Retention

Client Retention :: Keeping Clients Informed

By: Janice B. Gonzalez

Finding clients isn’t easy. It takes a lot of effort and money, which is why keeping your clients satisfied is as essential as finding them. It costs much less to keep existing clients than it does to constantly compete for new clients. So it makes good business sense to include methods for client retention in your marketing plan.

One way to keep your clients happy is by staying in touch with them at least quarterly. By communication with your clients on a regular basis, you will be letting them know that you value their business and you will also ensure that they don’t forget you. Thanks to modern day technology, the electronic newsletter is one way that you can keep your clients informed, even if your budget is limited.

“And how do I do that?” you may ask! There are various templates available online and in your Microsoft Word. Visit www.microsoft.com and search for an e-mail newsletter template. Once you’ve found one that you like, change the graphics and fonts to your liking and include your information.

Keep it short and simple, and think service, not sales. Include information about your products and services, event announcements, news items, tips on how to do things as it relates to your industry, or any other information that you feel will be of service to your clients. Also include your company, employee or personal accomplishments. Let your clients know that you are involved in the community and other areas. Add graphics or pictures with captions to help break up the text and create some visual interest. Make sure that it is relevant to the information and that it is tasteful. Never include pictures of others without their expressed consent. And make sure that you have the rights to any graphics that you choose to include.

Proofread!! Nothing says “unprofessional” more than a misspelled item. Using your spell check isn’t sufficient. Many words may be spelled correctly, but the context or grammar may be wrong. Ask someone else to look it over before you send it out.

Lastly, include contact information throughout the newsletter. Include it at the top, in the margins and again at the bottom. Be sure to include links to your website as well as an e-mail address. Consider acquiring an e-mail address that will be used only for the e-newsletter. This will help you keep track of where your mail is coming from.

Start with a simple e-newsletter the first month. Plan to write one quarterly until you feel that you have enough information to publish one monthly. Open a “newsletter file” and gather information that you come across that you think will be good for your next newsletter. Then, when it’s time for your next newsletter you will have plenty of information right at your fingertips.

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