With a service like Constant Contact, you do not have to be a designer or programmer. They make it simple to do.

4. Be Brief
Revisit the urge to send lots of content.  If your e-newsletter format is large blocks of text, it won't be read.  Hardly anyone has time to read all their e-mails these days. Acknowledge that is it very competitive to hold your mailing recipients' attention.  Make e-mails easy to scan and tease the recipient to want to click to read the full message located on your Web site or another site.

5. Stand Out
Besides the "from" field, the subject line is the biggest factor determining if an e-mail will be read. Make it catchy, intriguing and/or impactful as you can without being hokey. Avoid using all caps (the electronic version of screaming) and keep the words short and to the point.

Freedman agreed, saying, "The subject line is the key driver determining if they open it or not."

6. Track Results
With reporting Constant Contact provides, e-mail marketing can be a science. Know who is opening e-mails and even watch what time of day delivers higher open rates.  Promote links in each e-mail and review the clickthrough rates.  Know what messaging works so you can be more successful with each e-mail.

7. Stay Compliant
Save all e-mails and adhere to CAN-SPAM rules. One requirement is that e-mail senders allow recipients to unsubscribe.  Constant Contact provides the language you need and provides reports when e-mails become unsubscribed, blocked, bounced or designated as SPAM.

8. Dedicate Time To It
Consistency is something that will pay off in the long run.  If you continuously drip on a prospect in an impressive way, you will be top of mind when they decide they need your services.

Lisa Drown, director of first impressions (the unique title says it all) at Freedman Financial Associates, has the role of getting the e-newsletter out the door each week, one version for clients and another for everyone else, and she acknowledges it is well received. "Every Friday we get some response from some recipient," said Drown. "They mention they want more info or that they forwarded it to a friend."

When it comes to the time commitment, Drown says, "It's a four to five-hour process.  It took me more time to develop (the printed) quarterly newsletter."

9. Benefit From Viral Marketing
Unlike a paper mailing, it is easy for clients and strategic alliances to share e-mails with others.  Thus, e-mail can be a useful tool in generating more referrals.