,

It is with no small amount of embarrassment that I send you this email.  I often preach that e-newsletters are the most cost effective marketing you will ever do.  And I have let my own e-newsletter efforts lapse. 

Well, I'm back.

And the topic of this e-newsletter is none other than e-newsletters.

Adventure Fishing

Here's a compelling case study.  Tracy Zoller, owner of Adventure Fishing - http://www.adventurefishing.net/ - sends a regular newsletter with links to his online photo album.   He posts photos of the "catch of the day" in his photo album every few days and emails his list.  There are people who live for his e-newsletter.  Fishermen are that way.  Especially when you're sitting in a cubicle from 9-5.  Tracy's photos are a breath of fresh air in an otherwise drab day.

Small Planet Trading

Small Planet Trading - http://www.smallplanettrading.com/ - also does a great e-newsletter.  What's Small Planet Trading?  According to their site,

"SMALL PLANET TRADING sells goods and gifts designed to make a difference; items useful to the hand, beautiful to the eye, and beneficial to the heart and spirit.

Fair Trade, handcrafted, local, global, earth friendly, community supporting, culture honoring, sustainability focused - are all terms that describe what we sell and who we are."

They have more events and happenings at their store than any other retailer I know of.  And they keep their customers abreast of their events by email.

Here are some thoughts on e-newsletters:

1. Keep them short.  Why?  Because no one has time to read long newsletters.  And more importantly, you're more likely to do an e-newsletter if it's short and sweet. 
2. Capture people's email address.  When they walk in the door, when they pick up the phone, when they email you.  At any opportunity.  Don't let an email address slip by.  But do give people a reason to hand over their email address--tip of the month, recipe of the month, special deals, event announcements, sweepstakes, menu changes, whatever. 
3. Don't SPAM.  Do ask permission, and do make it easy to unsubscribe. 
4. Subscribe to other businesses' e-newsletters.  That will remind you to come up with your own.

I've been using Dada Mail to send e-newsletters.  It's got a good reputation and has been around for a while.  Give a holler if you'd like some help getting set up with your own e-newsletter.  All the research I've read over the years indicate that it's the most cost effective marketing you'll ever do.

Thanks,

Scott