Marketing Profs

Do you keep in touch with your current and previous clients? Are you building an email list of your potential customers? What about those prospects that you've been meaning to contact... do you feel a little awkward cold-calling them?

Having your own opt-in, permission based electronic newsletter might be the answer. It is one of the most effective marketing tools you can use, because it is fast, personal and inexpensive.

Many small businesses are using email newsletters to introduce themselves to new customers and to communicate with existing ones. By sending useful information on a regular basis, you maintain constant contact without being annoying. In addition, an email newsletter can enhance your credibility and increase sales.

Following is some advice to help you with the basics of producing your own newsletter.

Creating an Email Newsletter

Producing your newsletter doesn't have to be a monumental task. First, decide on the frequency of publication. This is based on how much time you have to do the work. Publishing it monthly or quarterly is probably a comfortable pace for both you and your readers.

Next, produce a graphic design for your layout. Many email list management companies provide online templates for their customers. You simply type or paste in your information online, and an HTML or text-based newsletter is automatically created for you.

Now it's time for the content of your newsletter. Concentrate on topics that your readers will be interested in, not only the ones that only you find fascinating. Try to use real-life applications.

For example, you can describe past successes and maybe even interview a customer or two. This way, you tell your audience how you solved a problem that relates to them and convey that you are a results-oriented professional.

The 12 Tips