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E-Newsletters

E- newsletters, or newsletters you send recipients by e-mail, provide up-to-date information and news about product changes.

As long as you respect the recipients of your mail, e-newsletters will help you establish a relationship with your customers.

Basic guidelines to follow when creating an Internet newsletter:

• Keep it short and sweet; no one wants to read through 20 pages of material on your company, (and if they do- direct them to your site for extensive information, the newsletter is not the place to do it.)
• Keep it consistent. Send each letter after a consistent period of time. Start out with a once a month issue and your newsletter is less likely to lose its appeal. If customers want the letter more often, then go to once a week, or a bi-monthly, etc.
• Write for a general audience. Not everyone has the vocabulary that you and editors do. Use words that are easy-to-understand, and if you do use technical terms, provide a definition that people can relate to. There is nothing more frustrating then a definition that makes less sense than the word itself. (See section ''Writing Tips' for more information on how to write your newsletter.)
• Viral e-marketing You may also offer recipients the opportunity to sign up friends, family or associates. This invitation should only be sent once and should refer to the 3rd party.

Where to Begin

If you lack experience in print media, seek out assistance if you know someone in the field. If not, don't worry- basic principles apply. Plan to research your material thoroughly and avoid factual or editing errors, as they will make you seem less credible. Add hyperlinks and include updates on old material should new information surface.

The typical form of newsletter is a one-way communication where you provide information to customers, such as product updates and announcements. You have the option of formatting your e-mail by including colorized text and a variety of fonts, but not all e-mail software supports HTML mail. Consider writing your newsletter in plain text or offer two mailing lists- one for plain text mailings and the other for HTML e-mail.

Make sure you Include:

1. Table of Contents
2. Hyperlinks for customers who want more information for a featured topic
3. Exciting secrets or tips related to your product or service
4. Contact information

E-newsletters can take up a good amount of time if not managed correctly. The use of a list server (a piece of software that runs on your Internet provider's computer or on your own web server) is a good option. It will automatically manage a list of e-mail addresses. Once you send your newsletter to the list server, it distributes the letter to the stored addresses. For more information on list servers, contact your Internet service provider. If you opt to use another method, make sure you have a plan for handling incoming and outgoing mail when your customer base increases.

Benefits of E-newsletters:

• Provides company information
• Gives your company a personal touch
• Advertises new product
• Customer's happy
• Viral: Customers may sign up others
• Another place to market!