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A basic monthly newsletter
Past customers already know and trust you. But if they don't hear from you, they may call whoever they saw last. A short email once a month keeps your name front of mind. It doesn't need to be clever. It needs to be useful and regular.
GUIDE
Who it's for: owners who have a list of past customers but never use it.
Time needed: 1 hour to set up. About 1 hour a month after that.
You'll need: your customer list, an email tool such as Mailchimp and 2 or 3 recent job photos.
Our view: one short email on the same day each month. A tip, a job and an easy way to book. That's it.
Our Newsletter Guide
Step 2. Set up your list
One useful tip: something seasonal or a question customers often ask.
One recent job: a photo and 2 lines about what you did and where.
One reason to get in touch: a booking reminder, a seasonal check or your next free week.
Keep it short enough to read on a phone in under a minute.
Step 3. Write a 4-part reply
Put names and emails into one email tool. Keep a note of how and when each person agreed. Remove anyone who has asked you to stop.
Step 1. Check you have permission
Marketing emails need the person's consent under NZ's Unsolicited Electronic Messages Act 2007. The safest consent is a clear yes. From now on, add a tick box to your quote form, invoice or website: "Send me the occasional tip and offer. Unsubscribe any time." If you're not sure someone agreed, ask them first.
Step 5. Include the must-haves
Every email needs your business name, how to contact you and an unsubscribe link that works. When someone unsubscribes, stop within 5 working days
Step 4. Pick a day and stick to it
Choose a set day, like the first Tuesday of the month. Put it in your calendar. Regular beats perfect.
DIY Templates
Subject: [Month] tips from [business]
Hi [first name],
Quick tip: [one seasonal tip, 2 or 3 lines].
Recent job: [job] in [suburb]. [One line on what you did.] [photo]
Need a hand? We've got space in [week or month]. Call [phone] or book here: [link].
Cheers, [your name], [business]
[business address or phone] · [Unsubscribe]
Want us to do it for you?
Our Lead Recovery System tidies and imports your customer list and sets up your win-back emails. $795 +GST. See the Lead Recovery System
Part of the Local Trust Score guides from Buzz Marketing.
Check your score: Local Trust Score quiz
Example: Leah's first Tuesday email
Leah runs a heat pump servicing business and had 400 past customers in her accounts software. She asked them to opt in and now sends a short email on the first Tuesday of each month. Before winter she reminds people to book a service, and her diary fills faster.
The rule: Short, Same day, Signed
Short: 3 sections, readable in a minute.
Same day: every month, so people get used to it.
Signed: from a real person, with your name and number.
Watch out for
Buying or borrowing a list. Only email people who agreed to hear from you.
Hiding the unsubscribe link. It must be clear and free to use.
Sharing customer details. Put addresses in the BCC field or use an email tool, so nobody sees other people's emails.
Only selling. If every email is an offer, people stop opening them.
How to check it's working
Every review gets a reply within a couple of days.
Check your star rating monthly.
Fix the cause of repeat complaints, like late arrivals.
Further reading: Reducing risk of complaints (business.govt.nz)
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