You enticed someone to visit your site and maybe even buy something. What you really want, though, is a repeat customer. Studies have shown that getting an existing customer to return to your site is as much as six times more effective than getting a brand-new customer. You have to give people reasons to come back, and a newsletter gives them an added benefit of shopping with you and a reason for them to consider your business for their next purchase.
Newsletters are quickly becoming one of the most popular ways to promote a business. Think of a newsletter as a souped-up church bulletin or PTA announcement, made over for the Internet. Most newsletters are a combination of articles and information, with definite plugs for, or mentions of, specific products, sales events, or company news. Figure 3-6 shows a newsletter for Lynn Dralle, the Queen of Auctions. She gives helpful tips for selling with auctions, but also plugs her books and upcoming seminars.
Having a regular newsletter that people can subscribe to has many benefits. You can