4. Identify yourself to your readers. When you send an email broadcast, be sure to identify yourself in the "From" line so that the reader knows exactly who is sending the email. If you think your reader identifies more with your company name, then send it using your company name rather than your name in the From line. However, the majority of clients of small service businesses identify more with the company owner's name, so I recommend that you use your name in the From line of your email broadcast.

5. Highly useful content. Typically most ezine recipients will give you 1 or 2 chances to make an impression on them. If they're not "wowed" by your content, then they do one of two things -- unsubscribe from your list, or let your broadcast languish in their email inbox until they get around to reading it, which may never happen. Every time you send out an issue, you're making a first impression, as you've got new readers who join your list every single week. You don't get a second chance to make a first impression, so ensure every issue is your best issue. Your primary article needs to answer a key question asked or issue encountered by the majority of your readers.

Despite the advent of blogs and other social networking platforms, I still believe the email newsletter is a great way to stay in contact with your prospects. By using the strategies outlined above, you'll have more readers opening your broadcasts than every before.

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