Now that you’ve chosen your email service provider and understand the essential elements that go into crafting the perfect agency newsletter, the following are some concrete techniques to help you create shareable emails that pique the interest of your contact list each time you hit send. As a guiding principle, think about what you can share that will make existing clients feel extra good (and smart) for having chosen to work with you, and prospective clients clamoring for a meeting.
CEO, executive, company point-of-view article: Establish your agency as a thought leader within the fashion PR space by sharing a few words of wisdom from key leaders at your company. Putting faces to a team of experts helps to humanize the agency and build connection among clients and prospects. If you have a company blog, post the contribution there first, and simply link to it in your email.
Press or Editorial contributions to industry publications: Be sure to make your clients and contacts aware any time someone on your team is featured or contributes to an authoritative industry publication. Acknowledgments from media reinforce your hard work and the quality of service your agency provides.
Conference sponsorships and guest panel appearances: Let your clients know when you will be speaking in their area and give away a few tickets to the event. If you aren’t speaking at a conference but think it would be great for clients to attend, create a space in your newsletter to recommend one must-have event with a few thoughts as to why this particular event is on your radar.
Reviews and testimonials from happy clients: There’s no better endorsement than a happy client. Choose a different client to spotlight in each newsletter. Promote recent client wins as well as a testimonial that speaks positively to the agency-client relationship your team has fostered. Or, share a quote from a stylist you’ve been working with a ton, or a partner or vendor. Endorsements are incredibly powerful.
Industry awards and inclusion on PR top agency lists: If you got it, flaunt it! Whether it’s a PR award for a campaign, inclusion in a top PR blog list, or winning a “Fastest Growing Company,” or “Best Places to Work,” use your newsletter as an opportunity to show agency momentum.
Case studies and results: When you have a big client win, share it with your other clients. In a mini case-study, explain the opportunity or challenge, the strategy and results. And, while a direct competitive review sends along the wrong message, a short case study that, for example, shows your clients Facebook page growth in comparison to similar brands, or the results of a post-event awareness survey demonstrates exactly what you’re capable of.
What’s new: New office, new artwork in the conference room, revamped website or blog to client-referral program? Tell your list all about it. Don’t forget to highlight what’s new with your people – celebrating a new marriage, promotion, completion of a 5k – all help your clients and prospects feel like they are in the know.
Agency services: It is likely that many of your clients don’t know all of the various ways you can help them. In each newsletter, highlight a different service area, any new services or certifications you have earned. Update clients on any new services your agency is offering or changes in-shop.
Industry Involvement: Demonstrate how “in” you are when it comes to the fashion industry. Include an Instagram shot from a recent client fashion show, or your team at the annual PRSSA Awards, or list 5 things you learned from attending an industry panel. Building trust, demonstrating value and making current clients feel great about choosing to work with you, and prospects want more of what it is you have to offer is the goal.
Bonus: Get clients involved (and excited) by inviting them to help you name your newsletter. Then, each month, ask them a question about their business and feature all the responses in the next issue.
If you’re not sure what your clients want from you via email, ask them! Set up a quick survey with different content ideas and ask them to rank in order of interest. By asking questions in your email and inviting feedback and ideas, your email newsletter becomes a powerful content piece to drive important conversations with clients.
