Blog, Industry Tips, Marketing

A Newsletter: Key to your business by NW Custom Apparel


Do people really read them??

The most common question about newsletters is ..Do people really read them?” The answer is a resounding YES. Provided, of course, they’re properly targeted, particularly to the audience that is most likely to read them to begin with – your customers and key prospects with whom you’ve begun to establish a relationship, even if it hasn’t yet resulted in orders.

Many companies talk about doing a newsletter, but few actually execute. And most who do get one done rarely get around to doing a second. Producing your first newsletter can be a chore, but it’s also a labor of love. And once you get through the first one, if you’re committed to following through for the longer haul, the next and subsequent ones become almost mechanical , especially if you produce a regular “format” for this valuable communicator. Your format might include the boss writing a column, as might the art director, sales manager, production manager, etc. Do a feature on a key employee. Include a ”Spotlight on …” section and showcase two or three customers, mindful to tell your readers how these customers use their decorated garments.

NewsletterNewsletters In Mail

If you ‘re sending your newsletter in the mail, endeavor to include something three-dimensional -a magnet, a 6″ ruler, or other flat, inexpensive attention getter that’ll be retained. Ask your wholesalers to help, too, with money, samples, mailing capabilities, or whatever resources they ‘re willing to share. You’Il be quite happy to know most are willing to help you get your message across. After all, if you do well, they’ II do well, too.

People actually like to read about what you’re doing and how you’re building your business. You build their respect for your efforts, you build loyalty, and you build account activity in the process. A four-page self-mailer will suffice. Newsletters. like any good advertising, don’t cost money. They make money.


There is, of course, the option of distributing your newsletter via the Internet. Snail mail and e-commerce both work. E-newsletters give you the advantage of providing immediate links to key items, although snail mail,  is more likely to actually be read and read in its entirety -be it at a desk, in the lunchroom, or in the “loo.”


About Erik Mickelson

Erik Mickelson is the author of Northwest Custom Apparel's blogs. Erik has been with Northwest Custom Apparel since 1996 after graduating from Washington State University and is the founder of the Apparel Graphic Academy. Trained by the custom graphic apparel industry's best, Mark Venit, Erik brings a wealth of knowledge and expertise to the Embroidery Adventure blog. As they say, 'Experience is the best teacher.' We are proud to have Erik as part of our team!

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