While push marketing remains an important component of any customer acquisition or retention program, pull marketing has become even more so. Often times, consumers have already done much, if not the majority, of their research before reaching out to a salesperson. This is why content marketing has become such a critical part of any marketing program.
One of the most common forms of content marketing is the customer newsletter. It educates, creates thought leadership, and presents the company as a valued resource. Adding personalization makes this content even more compelling. One community-based healthcare system found out just how much.
After sending a traditional newsletter for years, the organization began matching the content to what it knew of patients’ health conditions. After about a year, it conducted a readership survey to find out how the new approach was being received.
- 93% of respondents felt the articles were relevant and of interest.
- 73% read the entire newsletter every time it came in the mail.
- 77% said it was easier and quicker to read.
- 95% said they became aware of services that were previously unknown.
Not only did the healthcare system solidify its relationship with existing patients, but nearly every one of these patients learned about some of the provider’s services they didn’t know about before. That’s great cross-marketing!
Because the organization tracked which articles patients received as well as patients’ usage of services, it was also able to calculate ROI on its efforts. ROI on individual articles ranged from $50 to $444 per dollar spent.
Would you like to add personalized content into your company newsletters? Talk to us about how!