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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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By Kim T. Gordon

Opinions expressed by Entrepreneur contributors are their own.

Electronic newsletters lead the pack when it comes to successfulcommunications tools. Much less costly than paper newsletters, withno printing, postage or mailing costs, e-newsletters mailed toopt-in lists (which consist of people who have signed up to receivethem) may get better readership than newsletters sent bytraditional direct mail.

If you're wondering whether to add an e-newsletter to yourmarketing mix, consider these benefits. An e-newsletter buildsreturn traffic to your Web site while adding value to yourcompany's services. It's also an excellent public relationstool. It allows you to get information to your customers, as wellas gain their feedback and learn more about them. And eventually,as you build your subscriber list to sufficient size, you maychoose to accept advertisers, making your e-newsletter a valuableincome generator for your company.

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