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Is an e-newsletter a waste of time and money or a wise investment that helps you reach your business goals? The answer to that question lies largely in your approach. When you treat your newsletter as an important part of your marketing strategy, it is a powerful tool. It builds your brand and reputation as an expert in your field, keeps you connected to customers and prospects and saves time and money. When you approach a newsletter as a chore and fail to look at it as a way to accomplish important business goals, it is, as expected, a drain on time and resources.

Here are three key ideas to help you turn your e-newsletter into a powerful marketing tool.

1. Make your e-newsletter part of your marketing strategy. Before you launch your e-newsletter, decide what you want it to accomplish. Develop specific, quantifiable goals and objectives so you can determine if it is working. Consider the people you want to reach, including customers, prospects, vendors, partners and people who can be a source of referrals. Think about how you want to expand your business (this should prompt topic ideas!).
2. Make a commitment to your e-newsletter. If you are going to use an e-newsletter as a marketing tool, you should commit time and resources to it as you would any other marketing tool. A short, well-written newsletter is much more powerful than a canned newsletter that anyone in your profession can distribute. Develop a distribution schedule and set aside time on your calendar to get the newsletter completed. If you don’t have time, consider contracting with a writer to assist you, as long as you set the direction. Distribute your newsletter at least once a month to maintain contact with your key audiences.
3. Educate, don’t sell. Many companies use their newsletter as a way to blatantly sell their products or services. This is an easy way to lose the interest of your readers. Instead, give your readers reasons to keep reading. Provide tips to help them grow their business, save time or save money. Your e-newsletter will be seen as a valuable resource, not an ad.