The newsletter therefore, especially if it's free, can inform prospective clients of what a company is all about before people actually make the buying decision. But the idea is nonetheless to target a specific audience, and to have the people who read the ezine want more and come forward to get it. With information being one the major shifts the business world has experienced, the ezine can also help make a company's presence known in a quicker and more inexpensive way. In other words, the electronic newsletter not only uses the more economical email system but it also delivers that information to eager subscribers in a matter of seconds. More important, it builds relationships and, in this day and age where consumers are more leery than ever, by offering a personalized approach it will position a company as one with a stronger customer focus.
Relationship marketing enables marketers to be in front of their prospects more often.
If subscribers happen to need a marketer's products or services at any given time, or if they come to know anyone who does, the marketer is there, in front of them, when their 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 electronic newsletter should never be considered as a business expense. In a hypercompetitive marketplace that changes at the speed of electricity, one satiated with cautious, more educated and sophisticated click-happy consumers, it is an investment.