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50. Plan an E-Mail Marketing Newsletter - Pg. 129

49­50 No Free Lunch None of the popular e-mail marketing services are free. However, there are differences between them, and it's a good idea to look at what each offers before buying a monthly subscription. Subscriptions run $10 to $30 per month for the basic package. Survey features and storage of media, such as photographs, will cost you a little extra. 50 Plan an E-Mail Marketing Newsletter The upside of e-mail marketing is that it's a low-cost and conve- nient way for companies to communicate with their current cus- tomers and reach out to potential new ones. The downside of e-mail marketing is the fine line businesses walk between e-mails that customers have agreed to receive (opted in) and spam. To increase the effectiveness of your e-mail marketing cam- paign, make the center of your strategy adding value to your target audience. Do this by providing them with pertinent and free ad- vice. Online newsletters (e-newsletters) are one of the easiest and most effective ways of accomplishing this. Useful information always grabs attention, and increases the likelihood that your e-newsletter will be forwarded on to others not yet on your mailing list. To create an interesting and dynamic e-newsletter, use a Web- based software service (such as iContact or Constant Contact) to turn your humble words and graphics into a snappy-looking HTML document. In other words, your e-mail looks like a Web page when viewed by the recipient. To help develop your newsletter strategy, take some time to think about what you want to accomplish. 129