But a constant supply of solid information that attempts to educate rather than promote will place a higher degree of credibility in the prospect's mind about the company from which the information originates. The idea is to target a specific audience, and to have those who read the ezine want more and come forward to get it. An ezine not only uses the more economical email system but it also delivers information to eager subscribers in a matter of seconds. More important, it builds relationships vitally important in this day and age in which consumers are more leery than ever. By offering a personalized approach it positions a company as one with a strong customer focus.
Relationship marketing enables marketers to be in front of their prospects more often.
If subscribers need a marketer's products or services at any given time, or if they encounter anyone who does, the marketer is there, in front of them, when the time is right. Finally, publishing a newsletter helps to position a company very effectively. The continuous flow of information between publisher and potential client can help to reinforce the unique, competitive advantage a company has over others within the same category. Publishing an ezine should not be considered a business expense. In a hyper competitive marketplace, one satiated with cautious, more educated and sophisticated click-happy consumers, it is an investment.