The E-Marketing Sweet Spot: Using E-Mail Newsletters to Increase Sales and Gain Customers

This book covers the essential details of creating an email marketing program for your small business.

How To Use This Book

Feel free to skip right to the “how to” and just get started.  Each topic of the how to section refers you back to the chapter on that topic, which you can then skip back to in order to fill in details.
(We should also link forward to the how to section, from the concept section.)

For purposes of this book we are focusing on creating newsletters.  You can also do pure promotional content as well, but you would not call this a newsletter, you would call it a promotional email.

You can offer a promotional mailing list to your customers instead of (or in addition to) your newsletter, but these types of campaigns are really more for retail establishments and restaurants who’s specials change every week (or day or month).  I get these types of emails from my local office supply store, an import/export store I go to often, and my favorite grocery store in town (Wegman’s rocks!).  Occasionally I get others too, but I get these pretty much weekly and I do occasionally look at them.

We are focusing on newsletters because they are the one type of email that any type of small business can send at least once per month without a big budget or a ton of time involved.