E-mail newsletters are brief emails that inform a group of interested people about the latest news on your institution’s activities. E-mail newsletters are a form of direct marketing as they are addressed to the individuals of your target group directly and help to establish an ongoing relationship with your existing as well as potential clients and members.

The following steps are involved in developing an E-mail Newsletter:

• Collect E-mail addresses of your current and potential clients
• Store the collected information in a database (according to your target groups)
• Chose the target group(s) of your newsletter
• Prepare the newsletter you want to send out
• Send out a personalised mass E-mail
• Monitor responses and decide on any follow-up actions
• Evaluate the cost and benefits of your newsletter