Just one print advertisement might cost $3,000 and net minimal results. So how much does it cost to have automated materials sent directly to your prospects – and actually read by them – every month?

For around $180 per month or $2000 per year, you could get a year’s worth of effective newsletters written and formatted for you, then emailed to 100 to 50,000 people subscribed. That’s contacting them every month, reminding them that you exist and you care.

With email management systems making it easier to send newsletters, it’s tempting to get carried away with promoting your products with sales talk and writing up your company ‘news’. Instead, they should inform and educate on a given subject for the reader’s benefit. This will gradually build trust in the publisher and brand awareness.

As traditional forms of advertising are ignored more and more by readers, ezines, when written right, are becoming known to achieve a better result. And because ezines or e-newsletters can easily be set up in alignment with a website, they drive traffic right to your site.

According to The Nielsen Norman Report, while newsletters can create more of a bond between user and company than a web site can, “the negative aspect is usability problems can have a much stronger impact on the customer relationship than they normally do”. Meaning, if they can't display it or they think it's junk, your reputation is at risk.

It is important that whomever writes the newsletter understands online writing styles and what makes good content.

When producing a newsletter, remember: Brevity, relevance and theme. Short articles are more likely to be read, especially those with catchy headings. Keep all articles and tips relevant to your reader’s interest - ie. what they signed up for. Ensure articles are of a similar theme, with variety being from the types of articles and research sources.

Another point to remember is to add 'human interest' - try to make it less corporate and more human sounding. This will really connect with your readers.