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To the Letter

How to really reach out with a newsletter

This story appears in the December 2003 issue of Entrepreneur. Subscribe »

Question: Our company has built a large following for our subscription-based monthly newsletter. How can we use this forum to generate more sales?

Answer: I'm a fan of direct mail and e-mail newsletters, particularly ones rich in content. To maximize this communication, why not encourage readers to go to your Web site? There, you could offer to e-mail them a special free report. This lets you perform valuable market research as you learn which topics are most enticing to clients and prospects.

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