by Murray Lunn

Created on: August 28, 2010

Email newsletters (e-newsletters as they are often refereed) utilizes an existing list to market to prospects, leads and customers through email. In direct mail marketing, building a list is one of the most essential and vital steps in the process of using e-newsletters. After a list has been created a business has many different opportunities to use a e-newsletter for their marketing campaign.

This article will take you through some of the many reasons why a business should use newsletters and the benefits associated with each.

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1. Convey important company announcements

One reason to use a newsletter is to announce the release, update or other company information which could benefit those that have subscribed to your list.

Although a constant flurry of announcement emails are not recommended due to the dry nature, a newsletter can allow those subscribers to keep up to date with what's happening to the company on the back-end. By letting your customers peak into the behind-the-scenes at your business you will begin to build trust through your transparency.

Additionally, the announcement of a new product could be very timely to the interests for those that have been waiting ever so patiently.

2. Sell a product

One of the most obvious reasons to use an e-newsletter is the ability to sell products and services through direct marketing.

In essence, a business will use a newsletter to sell products and services two ways:

- Building excitement around a newly release product or service

- Increasing sales on an existing product or service

When utilizing a newsletter to increase your sales through new product or service launches convey to the recipient all of the benefits they will receive from purchasing the new widget - not just the technical details. Buyers purchase products based on their emotional response - a brand new product must touch on these emotional levels because there is a lack of real-world information from third party sources.

Likewise, when you use newsletters to promote an existing product you must entice users to click through and buy your product by including an incentive. Although a customer may have already bought a product previously, newsletters often catch users at variable times in their buying mindset - increase the chance of getting through to these customers by giving a reduced price, a sense of urgency, an up-sell or cross promotion.

3. Build a better brand

The branding of a business will help improve the overall customer experience,

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