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Guest post by: Helen Dowling Become an Author

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WHAT ARE E-NEWSLETTERS?
An e-newsletter is a written form of communication that is sent to people by e-mail rather than by more traditional methods like printing. You can use an e-newsletter to tell people about news happening within the industry, within your company or any useful information you think that they should know. E-newsletters can be very beneficial to a business for the following 5 reasons:


1. E-newsletters give your company a very low cost method of keeping in touch with key customers and suppliers. Whenever you send it out, people are reminded of your presence and can keep abreast of what is going on within the industry.

2. E-newsletters can establish you as the expert in your field. If you’re the one telling them about industry trends and expressing the company’s opinion on them, this is letting your customers and suppliers know that you have a solid reputation and can be counted on as the ‘expert’.

3. You can use e-newsletters to prompt potential customers to contact you. You can include vouchers, competitions or discounts within an e-newsletter, encouraging those that may have been thinking about using your services to give you a try.

4. E-newsletters allow you to quickly develop relationships with key suppliers and customers. You can for instance let them include articles within your e-newsletter which provides benefits to them (they promote their business) and benefits to you (you have material for the content of the newsletter). In addition, this also builds up trust and strengthens relationships between you.

5. Finally, e-newsletters are very inexpensive to produce and can quickly reap the benefits outlined above without the expense of printed material.


HOW OFTEN SHOULD E-NEWSLETTERS BE SENT OUT?
Many companies send out e-newsletters once a week, but this can often be an overload on time. To start off with, I would recommend that your newsletters should be sent out approximately once a month and that several should be prepared in advance so that you don’t have to think about the content.

HOW LONG SHOULD THEY BE?
At first the e-newsletter should be fairly short (1 or 2 pages) so that it is not a lot of work producing the content. The length can be increased as you invite customers and suppliers to submit content to your newsletter.

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