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Bates Security Uses Rich Content in SAMMY-Winning Newsletters to Build Brand

The company took home the SAMMY for Best Company Newsletter (Print or Electronic) for 2016.

(From June 6-17, SSI will be highlighting the winners from April’s SAMMY Awards. Bates Security won the SAMMY for Best Company Newsletter.)

Are you sending the right message to your customers and prospects? Do you keep in constant or at least frequent communication with them about new offerings, important updates and such?

Bates Security of Lexington, Ky., has things figured out pretty well, from both a content and platform perspective. Its company newsletter is chockfull of interesting information, strategic branding and clickbait. Whether recipients open the E-mail is obviously up to them, but Bates at least has done its part to deliver more than just a run-of-the-mill piece of communication.

“Our company newsletter is something we hope our customers and prospects look forward to,” says Bates Security Marketing Coordinator Crystal Newton. “We send our newsletter strictly in E-mail format. The content is rich, helpful and balanced to highlight the featured piece while promoting the supplemental information.”


More: How Bates Security Continues to Rate So Great


The newsletter is a blueprint to target recipients in a way that builds Bates Security’s brand, expands its social media footprint and offers convenient means of contact. Included are links to Bates’ Web site, blog, photos, videos and social media pages and community partnerships.

“Rarely do we send out full articles in our newsletters. Too much text in an E-mail generally results in the recipient overlooking the E-mail or immediately deleting it,” explains Newton. “Instead, we will share some of the story with a link to our social media or Web site to view the story in its entirety. Our newsletter is also formatted for both desktop and mobile viewing.”

During the past year, Bates Security sales consultants worked one-on-one with Newton to create monthly newsletters specific for the consultant’s closed sales and prospects. These newsletters focus on new products and add-on services to increase the RMR potential and to generate new sales via Bates’ Customer Referral Program.

Bates recently sent an E-mail newsletter designed for new customers; that is, only customers with completed installations for the previous month. Newton says its most important aspect are the review links to Google, Yelp and Facebook. “Increasing online reviews was one of our marketing goals in the last year. A goal our E-mail newsletter helped us achieve,” she says.

Additionally, the company hit its goal of 25% open rates for customer E-mail blasts last year, and has set the bar higher for 2016.


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