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Weigh Your Opt-Ins

An effective e-newsletter really brings in business, but what is an effective e-newsletter?

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This story appears in the October 2002 issue of Entrepreneur. Subscribe »

Electronic newsletters lead the pack when it comes to successful communications tools. Much less costly than paper newsletters, with no printing, postage or mailing costs, e-newsletters mailed to opt-in lists (which consist of people who have signed up to receive them) may get better readership than newsletters sent by traditional direct mail.

If you're wondering whether to add an e-newsletter to your marketing mix, consider these benefits. An e-newsletter builds return traffic to your Web site while adding value to your company's services. It's also an excellent public relations tool. It allows you to get information to your customers, as well as gain their feedback and learn more about them. And eventually, as you build your subscriber list to sufficient size, you may choose to accept advertisers, making your e-newsletter a valuable income generator for your company.

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