From e-retailers to enterprise software vendors, a growing number of companies are using e-mail newsletters to communicate with their customers and prospects. They've discovered that regular, informative, e-mail communication is a highly cost-effective way to:

• keep a company's name "in front of" prospects who may not be ready to buy immediately
• attract prospects who may not perceive an immediate need and therefore may not respond to other types of (more product-focused) offers
• communicate updated information (new products, upgrades, events) to existing prospects
• encourage return visits to a company's Web site
• (given the proper content) help establish a company as a "thought leader" in its market space

1. Promote the newsletter prominently on your Web site

Certainly you should provide a subscription option every time someone requests information from your company. But if you're not promoting the newsletter as a standalone offer, you may be missing out on a regular dialog with thousands of potential customers. At a minimum, add a subscription offer to your home page or better yet, include the offer on every page of your site.

2. Don't just offer the newsletter, sell it!

A simple box with the words "Free Newsletter" and space for someone's e-mail address is woefully insufficient. Sell the benefits of the newsletter by highlighting regular features and key content. Provide a link to a sample issue. For example:

FREE E-MAIL NEWSLETTER
* Industry News
* Case Studies
* Tech Q&A
* Special Offers
Click Here to Subscribe

Of the hundreds or thousands of people who visit your Web site every day, only a fraction are, at that precise moment, actively shopping for your product, service or technology. But everyone likes free information, particularly if it's non-intrusive and relevant to their job or lifestyle. Newsletters are perhaps the single most effective way to convert Web visitors into active, engaged prospects who are more likely to consider your company when they have a need in the future.