One of the great advantages of technology is that it has levelled the playing field for smaller companies competing with larger ones. The internet gives you the ability to communicate regularly with all the people on your mailing list.

Send out a brief e-newsletter at least once a month. Make it short enough so that the recipient can read it on their computer screen without having to open the entire document. Two paragraphs are usually sufficient. Focus on one issue only and provide enough information to generate a response from people who are interested in the subject. For example, you might answer a customer’s question or describe a pending change in regulations.

Test your email subject lines, as one subject line may result in more opens than another. Always link your e-newsletter to your website or blog to encourage traffic to these areas; a “find out more information” link really helps. Lastly, at the bottom of each e-newsletter, indicate how the reader can unsubscribe.