Establishing a relationship with clients is not always an easy task. Therefore, it is very important to keep in touch with clients to maintain that relationship.
One of the easiest ways to keep your customers informed is to publish a periodic newsletter. Nowadays, you can produce your newsletter in print or, as is an increasingly popular option, you can produce an online newsletter. A third option is to convert your completed print newsletter to a portable document file (pdf) format, which can be sent as an e-mail attachment or accessed from your company’s website.
Feel free to use a newsletter to introduce a new product or service, but the newsletter is not the place to "hard sell" your business. Give your readers timely and helpful information. This will help to establish your company as an expert in your field. In fact, the content doesn’t necessarily have to be business-related at all. The most important thing is that the content is fresh and useful to your reader. Otherwise, you run the risk of having your publication thrown straight to the recycle bin (real or virtual!)
If you have someone that is proficient with web design, you should be able to design your online newsletter in-house. There are also several programs available that can help you with newsletter design. HTML newsletters (which give you the ability to format the page with graphics and fonts of your choice) put forth a more professional image, but there will be subscribers who prefer a plain text format. The best option, although more time consuming, is to produce your newsletter in both formats, giving your readers the choice of format they receive.
There are many programs available to create and maintain the mailing list for your online newsletter. Your newsletter should utilize the ‘opt-in’ approach, where a subscriber would submit their email address and the email server sends back a response requesting them to validate the address by clicking on a web link. This ensures that only people who want to read your newsletter will receive it. Your newsletter should also be set up so it is easy for the reader to unsubscribe should they decide to opt out.