E-mail newsletters grow in popularity & help small businesses gain visibility

More and more small business owners are turning to the Internet for cost-effective ways to market to target audiences, using e-mail newsletters that allow them to connect with customers and potential customers.

"They're an effective, inexpensive, and relatively easy way for small companies to regularly stay in touch with customers and prospects," said Rhonda Abrams in a column for Gannett News Service. Abrams started her own monthly e-mail newsletter several years ago and now has about 20,000 regular readers.

Effective e-mail newsletters can help with everything from repeat or new business to donations and attendance at events, according to marketing consultant Susan Burnash. Brafton, a Boston-based news agency, said Burnash recommends that owners create an editorial calendar so they can pick themes ahead of time and prepare for those issues, gathering information, interviewing sources, and writing copy.

Many web-based companies offer e-mail newsletter services, making it easier and less expensive for people to take advantage of the technology. Abrams said she uses a service called myemma.com, one of many such newsletter service companies. She suggested checking the bottom of an e-mail newsletter you receive to see which service the business used. These Internet companies typically handle all the technical aspects as well as provide feedback on how many people are clicking through on the links you provide in the newsletter.

Burnash recommended using summaries of articles in your newsletter with links to the company's Web site to encourage "click-through success" and get people on your Web site.

The design, contents, and personality of a newsletter should reflect the brand of the company sending it. Newsletters should provide meaningful content, be relatively short, sent on a regular basis, and have effective subject line headings.

You may like these other stories...

Accountants who specialize in forensic and valuation services point to electronic data analysis, or big data, as the most pressing issue they’ll face in the coming months, according to results of a new survey released...
Renaissance avoided more than $6 billion tax, report saysThe Senate Permanent Subcommittee on Investigations said on Monday that a Renaissance Technologies LLC hedge fund’s investors probably avoided more than $6...
Your 15-year-old may be tech-savvy enough to debug your computer, back-up data on your mobile devices, and help you stream episodes of Game of Thrones, but chances are you can’t expect them to display the same level of...

Upcoming CPE Webinars

Jul 23
We can’t deny a great divide exists between the expectations and workplace needs of Baby Boomers and Millennials. To create thriving organizational performance, we need to shift the way in which we groom future leaders.
Jul 24
In this presentation Excel expert David Ringstrom, CPA revisits the Excel feature you should be using, but probably aren't. The Table feature offers the ability to both boost the integrity of your spreadsheets, but reduce maintenance as well.
Jul 31
In this session Excel expert David Ringstrom helps beginners get up to speed in Microsoft Excel. However, even experienced Excel users will learn some new tricks, particularly when David discusses under-utilized aspects of Excel.
Aug 5
This webcast will focus on accounting and disclosure policies for various types of consolidations and business combinations.