Readers have a highly emotional response to newsletters--they create a bond between the reader and the company. (Source: Nielsen Norman Group Newsletter Usability Report)

The best newsletters are customized to the reader's needs, timely, short, easy to read and delivered on a predictable schedule. (Source: ZDNet article)

Article: Timely, Focused Online Newsletter a Valuable Relationship Builder (Source: Seattle Times)

Article: How a newsletter can help build a law practice (Source: Advocates Management - Success at Law)

Convey a professional image. These are especially effective for high-end service businesses (banks, beauty salons, mortgage brokers, real estate industry professionals, etc.).

Can be mailed or distributed manually.

Can be used in place of a sales brochure.

Can be printed in full color or black and white.

Can range from one to 20 pages.

Typically delivered via e-mail.

Significantly less expensive than print newsletters.

Gathering e-mail addresses allows you to build a database that you can also use for special promotions and sale announcements.

No limitations with content. An e-zine can be as long or as short as you like.

Typically have a higher success rate than direct mail.

Who is my target audience?

What information do they need?

What information would they enjoy?

What kinds of topics would cause them to look forward to receiving my newsletter?

What types of content could indirectly educate my customers about my products and services? For example, if you provide loans, you could publish articles about different types of loan terms, how to qualify or effective capital management.

How often should I send my newsletter? Weekly, monthly or quarterly?

Should I send a print or electronic newsletter?