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4: Publish an Email Newsletter

This is one of the most cost-effective ways of marketing your web site. Think about it. Here's a list of people who have voluntarily given you their email address and asked that they be kept informed about your business, your industry, and the product or service you offer. But remember the flip side of this permission-based relationship. Your visitors and customers have signed up for your newsletter to be informed, so don't use it to hit them over the head with nothing but advertising for your products or services.

Deliver useful information, and you'll be surprised how many prospects and customers you can build relationships with and encourage to return to your site. It can take considerable time to write and execute a quality newsletter, but the payoff in customer retention and response can be huge. And speaking of encouraging, a newsletter can also be used for free marketing (see tip 5).

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