The end of the year is a natural period of reflection for businesses and individuals alike.
That’s why a company’s last email newsletter of the year can be so impactful.
There are a variety of ways to craft an engaging, memorable newsletter that will help you genuinely connect with your audience, even at this busy and sometimes hectic time of year.
We’ll discuss some of our favorite ideas and help spark your imagination to discover a meaningful way to use your year-end newsletter to connect with your customers.
Year in Review
What happened this year in your company? The year-end newsletter is the perfect place to recap the highlights of the past 12 months.
Highlight your business’s major achievements and projects.
Remind your clients of any awards or professional recognition you received. Did your business expand, either in size or in its offerings? This is the perfect opportunity to mention it.
The Year in Review is the perfect place to remind customers of your established connection. Give them a recap of the products they liked most or the ways they interacted with your business. The success stories of Spotify’s Wrapped, Reddit’s Recap, and Facebook’s Year In Review are all demonstrative of how much customers appreciate this kind of offering.
‘Tis the Season to be Grateful
Use your final newsletter of the year to issue a sincere message of gratitude to your customers.
This may seem like an obvious choice, but it’s backed by statistics. This survey conducted by Ask Your Target Market found that while 91% of respondents were more likely to do business with companies that appreciated their customers, only 62% felt like most businesses they dealt with did a good job of expressing appreciation.
Again, there is an opportunity for personalization with a gratitude email. Include a “thank you” discount on a product the user has purchased in the past year. Or give them early access to products in the year ahead as a way to say thank you.
Success Stories – We Did It!
Share a deep dive of a successful project that highlights how your business’s offerings positively impacted your customers or community.
In addition to showcasing the project itself, demonstrate the steps you took to get to the finish line. Give a behind the scenes look into your process, the things that made this particular project such a success, and things you learned along the way.
This is an effective way to showcase your expertise, demonstrate credibility and build trust with your customers.
What Just Happened? An Industry Development Recap
Another great way to illustrate your expertise is by providing a summary of the key trends and developments in your industry over the past year.
When recapping the year’s important industry trends, let your clients know specifically how they are impacting your business’s offerings and practices.
If it’s appropriate for your business, offer your clients tips and recommendations on how they too can use these developments to optimize their business.
Showcasing your knowledge about the latest news in your industry helps establish your business as a thought leader, and helps build your customers’ confidence in your abilities.
From Our Family to Yours
Collect messages from your team members to send out to your clients. Include some candid shots or videos from the past year just as you’d do with a holiday card from your family.
This is a simple and genuine way to build relationships with your clients and can be a way to share a lighter, less serious side of your company.
Wrapping Up 🎁
Your year-end newsletter can be a powerful tool to strengthen your relationships with your clients. Celebrating your team’s achievements of the past year, expressing your gratitude to your clients, sharing industry knowledge and personal expressions are all great ways to create an impression that will last well into the year ahead.
We’re always happy to talk about newsletters and what they can do for your business, and if you’d like to learn more about this, please get in touch.
Wishing you a joyful holiday season and all the best in the year ahead!