Companies that take the opportunity to communicate to their customers or clients between purchases are more effective with their communication than those that do not.

Not letting customers lapse between purchases means that the company has much less work to do to get them back on board when it comes time for the client to make a repeat purchase. Lapsed customers require nearly as much work as new customers to get them back on board. But, if you take the time to remain in contact with them during periods that they are not actively in the sales process, when it comes for them to make a repeat purchase, you will be on their mind.

One of the easiest ways to remain in contact with clients and customers – without spamming – is to provide them with valuable content in the form of a custom e-newsletter, magazine or journal. This means that the content of the communication should not just be company news and information on products and services, but should be news and information that customers will find highly useful, helping position the company as a though leader.

It may come as no surprise that custom publication is worth more than £1 billion in the UK. This is because custom magazines are a proven medium for building and retaining customer loyalty; positioning the company as an industry authority; and is a great prospecting and marketing tool.

Studies have found that customer magazines hold customer attention for 25 minutes; customers feel better informed when reading custom publications; and it can increase brand loyalty by 32 per cent.

However, knowing how to produce a high-quality publication like an e-newsletter, which provides customers with valuable information and reflects the desired image of your organisation, is often harder than first thought.

These steps will help businesses determine whether its publication requires a new edge, a complete makeover or is perfect just the way it is.

The publication test:

1. Write down your publication’s aims. Does your publication currently achieve these aims? How and why/why not? How could these aims be better fulfilled?
2. Describe your publication’s audience. Who are they? What do they value? What are they interested in? Considering this information, how could you better satisfy them?
3. Give your publication to someone is not extremely familiar with your company. Ask them to quickly flick through the publication and tell you what your company offers, and to who. Were they correct? How quickly can they tell you? If they can’t tell you almost immediately, it is likely that the content of your publication is not as relevant as it could be for your audience.
4. Analyse the content. How could your articles and headlines be made more appealing to your readers?
5. What are the main messages for prospective customers and clients to use your products and services? What do you offer? Is this reflected in your publication? The content of your magazine should make the benefits of your offerings jump off the page.
6. Does your magazine clearly explain your points of difference?
7. After having a quick flick through the publication, how is your company reflected? Does it align with how you want to be seen? Or does the publication reflect something different?
8. Analyse the design. How could the front cover, page layout and design be improved? Does the design reflect the brand identity of your company? Well-designed and informative publications can enhance your client experience and retention and is a strong prospectus and lead generation tool.
9. Conduct a readership survey asking for feedback about your publication. Although you may think you know what your clients and customers like and don’t like, you may be surprised with their suggestions.

Sometimes companies are too close to their publication to be able to judge it objectively, which can hinder its growth and effectiveness. Often a business requires a third party with fresh eyes to review its publication and offer suggestions to take it to the next level. Submit your magazine, journal or newsletter to Infrastructure Marketing Solutions and you will receive a comprehensive, objective evaluation of editorial content, overall design and layout from a professional team of designers, editors, marketers and publishers.

Infrastructure Marketing Solutions is a division of Great Southern Press, publisher of Trenchless International.