Newsletters – who needs them? It’s a long list ranging from professionals who depend on the continuing flow of information to stay current in their field, to marketers who scan client moves and contact information, to association members networking with their colleagues.

It’s equally important to the creators of newsletters who see the benefits of having ongoing contact with a highly targeted group of clients or potential new customers. The newsletter can be a savvy marketing device that fulfills a number of objectives, among them:

• Maintaining regular contact with clients, leads or members
• Exhibiting expertise in a certain business category or field
• Promoting ideas or practices advantageous to your business
• Educating a target group
• Establishing yourself as an informational source of news, know-how and advice

Newsletters not only provide you access, they are flexible enough to tailor content specifically to the needs of your audience. Content varies from publication to publication, but they generally include a combination of news articles, features, personality profiles, industry trends, how-to advice, upcoming events, helpful hints, letters or a feedback column, and a bulletin board on happenings of interest to your readers. Depending on the audience, a newsletter can include editorials, new product announcements, a question and answer forum, product reviews or entertainment content (jokes, puzzles, human interest, etc.).

While it can be a valuable tool for the newsletter distributor, its ultimate success depends on whether your target audience finds it a beneficial use of their time. Does your newsletter include new ideas or strategies not being addressed by other means? Does it help build business connections? Is the buyer being informed, involved or entertained? By identifying the special needs of your readership you can improve the chances the newsletter will become part of their routine instead of filler for their wastebasket.