Looking for a marketing tool that can do it all? Email is as close as a marketer can get. According to a Epsilon Branding Survey, 57 percent of respondents feel they have a more positive impression of companies when they receive email from them.

So while you’re making positive impressions through your email campaigns, you can also take advantage of email strategies to build trusting relationships as discussed in this issue’s feature article Build Trust, Grow Business. How? Through a regular email newsletter.

A quality eNewsletter accomplishes several client-development tasks for your company:

• keep in touch regularly — monthly, bimonthly or quarterly
• engage with prospects and customers by asking for their feedback and opinions
• share your products, services and expertise in a no-pressure format
• give recipients a sense of your company’s personality and values
• establish your company as an expert and leader in your industry

As you create an email newsletter that meets these objectives, keep the following strategies in mind. Each one is essential to bolster trust among your eNewsletter audience:

• Offer value. Pack your newsletter with compelling, practical and useful information that addresses readers’ needs and concerns.
• Educate. Use content to educate readers about your products or services without using sales hype.
• Show, don’t “sell.” Publish testimonials to show readers how other customers value your products and services; offer case studies to relate examples of how you’ve solved customers’ problems.
• Tell your story. Let readers get to know your company and values and to understand the reasons they will want to do business with you.
• Offer free stuff. Give readers access to a free white paper, a helpful video, a useful industry report or a free trial of your product or service.

Take advantage of all that an email newsletter can do for your B2B relationships. You can complete several of your client relationship-building tasks with one consistent publication.

Get your email newsletter done and done right with help from the professionals at Proven Systems. Contact us at (800) 720-5398 or info@provensystems.com for a no-cost consultation to learn more.