by Michael Katz

Price: $29.95

The Small Business Owner's Guide To Creating, Writing And Publishing An Effective Electronic Newsletter

The secret is out. Electronic newsletters are the best marketing tool to come along in a long time for your small business.

E-Newsletters generate leads; increase sales; open up a two way dialogue with customers; position your company as an industry thought leader; and provide you with an instantaneous means for communicating with the outside world.

They're inexpensive to produce and publish, and they provide you with a systematic means for staying in front of your customers and prospects.

Unfortunately, it's not that simple:

Every day, more and more E-Newsletters are launched. There's a lot of competition for the attention of your readers. To stand out, yours needs to be among the best in whatever business you're in.
There are many tradeoffs to be made and pieces to pull together in doing it professionally and efficiently.
Your customers and clients will be watching, and you need to make as strong an impression as possible, part

This e-book, "E-Newsletters That Work," is focused on helping you solve these problems, and much, much more.icularly during those first few months of publication.

Anybody can send an E-Newsletter. The challenge is in creating something that people anticipate, open, read, and pass along enthusiastically, and that at the end of the day, makes a measurable difference for your business:

• An E-Newsletter filled with useful, relevant information.
• An E-Newsletter that's written in a clear, genuine voice; that reflects what it's like to do business with your company.
• An E-Newsletter that grows your business by focusing on solidifying relationships with your clients and prospects over the long term, not on hard sales and quick promotions.

That's what this 80 page e-book will show you how to do. In one place - in an easy, compelling, fresh and practical way - I'll show you how to create an effective E-Newsletter for your business.

Here's Just A Sample Of The Questions Answered In "E-Newsletters That Work"

• How do I decide what to write about? (Page 18)
• How often should the newsletter be published? (Page 57)
• How important is it to send an HTML newsletter? (Page 38)
• How much subscriber information should I require at sign-up? (Page 56)
• Where do I get the email addresses from, and how do I make sure I'm not "spamming" people? (Page 54)
• What's the best editorial format? (Page 41)
• How long should the newsletter be? (Page 42)
• What do I do if I can't write? (Page 27)
• Should I "force" a visit to my web site? (Page 45)
• Should I sell ads in my newsletter? (Page 46)
• What goes in the "From" field when I send the newsletter? (Page 61)
  What's likely to go wrong? (Page 15)
• What's the correct mix of "promotional content" Vs. "real content?" (Page 28)
  How do I manage email bouncebacks? (Page 60)
• How do I define a target audience? (Page 21)
• Can I send the newsletter as an email attachment? (Page 40)
• How much hyperlinking is appropriate? (Page 33)
• What's the best day of week / time of day to publish? (Page 58)
• What goes in the "Subject" line when I send the newsletter? (Page 62)
• How do I use my newsletter and web site together? (Page 49)
• Why is reader feedback important and how do I get it? (Page 36)
• How do I get readers to forward my newsletter to colleagues? (Page 48)
• Is it OK to rent my list of names to noncompeting companies? (Page 65)
• How do I measure the return on my investment? (Page 13)

About Michael J. Katz
"E-Newsletters That Work" author Michael J. Katz is Founder of Boston based, Blue Penguin Development, Inc. and is a recognized expert in the creation and management of effective electronic newsletters.
He is the publisher of "Michael Katz's E-Newsletter On E-Newsletters," a free biweekly now in its 8th year, and has developed dozens of E-Newsletters, which today boast a combined monthly circulation of over 850,000 readers.
His consulting practice has been profiled in The Boston Globe, The Boston Herald, Bloomberg TV, Business Week Online and in a special report by Peppers and Rogers on the subject of effective email marketing.

Price: $29.95