How local should your newsletter be?

I was talking with a potential new client yesterday and an interesting topic came up.

Is it better to send a generic newsletter to a wide geographical area or send one that’s targeted at one small area?

My answer was that it was better to send something targeted.

But let me explain further.

You want the people who receive the newsletter to think, “this is for me.”

The best way to do that is to send information that meets their needs. Something that’s interesting to them.

So if you’re farming a neighborhood or most of your work is in one city, you would send one that contains information about a neighborhood or a city.

Easier said than done, of course.

It’s one reason why we provide our real estate statistics service. We can add local market conditions information for you.

On top of that, we allow you to customize the newsletter as much as you wish. So diving in to add something (just a little) that targets your readers becomes quite easy.

Indeed, the two of these things combined means it makes sense to choose our newsletter service over our competitors.

When you’re investing in sending a newsletter, you really need to send the best you can.