Don't know what I'm talking about? Last month's issue here:
http://www.loopconsulting.com/emi/may2003/

But before we start let me "paint you a picture" of what a newsletter can do:

Imagine a public relations company, lets call them "We Make You Look Good and Associates" (or add your company name here) that has a good clientele base and wants to keep the their clients by communicating with them regularly (relationship building) making sure they don't forget them.

WMYLG & A's 2003 marketing goals are to increase client retention (PR companies have high client turn over rates, but who doesn't) and establish themselves as expert media communicators (a.k.a sell more now!)

They will do this by sending their profile clients a monthly newsletter (the tool) on improving their corporate reputation in the community and getting the most exposure from the press. Their clients will find the content interesting, helpful and full of tips that can be put to work immediately.

If they do a good job WMYLG & A will establish itself as an expert in front of their clients eyes and will consistently remind their clients that they are available to help them when needed. A simple reply or forward from one of their clients and its, "welcome new business"-simple and effective. Very much like what we are doing with Emi.

Ok enough with the "picturing" let's get started.

How To Start Your Own eNewsletter Program? Part II.

Step 4. Developing an email list of readers. Chances are that you already have a nice list of contacts you do business or networking with, they will become your "core" or initial list of people who most likely are interested in your product or services and have a need for your solutions.

	Content - Will you write it? Or Will you pay someone to write it for you? Prices vary-it depends on the writer.
	Design - A one-time expense. Will you design it or will you pay some one to design it for you? The cost for a professional looking template should be between $400 and $900 for a nice graphical layout.
	Delivery - an outsourced sending and eNewsletter tracking service costs from $20 (about 2,500 emails sent) to $1000 (100,000 emails sent or more) per month depending on the size of the list. Well worth it.
	Management - You can manage your our program or hire some one to do it for you and that depends on who you hire.

Just so you have an idea, we charge $1000 to completely develop and set up a ready to go newsletter program. Everything motioned above and a few more details. (This is not a sales pitch...)

Step 6. Delivering and tracking your eNewsletter campaigns. I recommend that you outsource sending to an email delivery service such as: (we don't get any money for recommending them, but we've tried them all):

Gotmarketing's Campigner

Roving's- Constant Contact

Imakenews

The benefits of outsourcing your delivery are that they will manage your email list and provide you with newsletter tracking reports. The tracking reports can show you how many people opened your newsletter? How many people subscribed or unsubscribed? or How many emails got delivered and how many did not and why? Based on our experience with eNewsletter programs this is the best way to go.

Don't think about the program too much; just get it out the door. It doesn't have to be perfect; it is a working document that as long as the basics are there (see above) each launch is a new opportunity to improve on it.

See you next month.

Marcos

P.S. Don't forget to vote for next moths article, In Emi's "Its Your Call" section.