Small businesses often want a cost effective way to communicate with their clients. In the past, direct mail might have been used to let clients know about new services, a new location or an added staff member. Once e-mail became popular, mass email messages might have been sent to a blind address list. Plain text e-mail is not very exciting. Mass e-mail programs have become accessible to small businesses. Many programs base their pricing on the number of e-mail messages sent during a specific timeframe or the number of addresses that receive the e-mail.

E-mail marketing campaigns also offer another advantage over traditional paper mailings or plain text e-mail because the sender can view reports to gauge the success of the e-mail. For example, if a law firm sends out a message to its clients with a link to their new estate planning services, the report can show them exactly how many recipients clicked on that link to find out more information about the service.

No one likes to be bombarded by e-mail messages, but a simple e-mail campaign can be very effective in retaining and attracting clients. Decide on a schedule for sending out e-mail messages that your firm can stick to - regular e-mail messages are a sign of a steady company. Also, think about what types of information you want to include to keep the reader interested. Mixing firm news, such as introducing a new attorney, with current legal news, such as a new tax law, will show that the firm is working to assist its clients. All of the services listed below offer a free trial so try them out before you commit.

E-mail Marketing Programs:

• Constant Contact
  A web based e-mail program that bases pricing on number of unique addresses are in your address list. Seasonal and message specific templates are provided.

• IntelliContact
  Pricing is based on the number of contacts. A 15-day free trial is offered.
• Yahoo Small Business
  Yahoo offers an e-mail campaign program geared toward small businesses. E-mail wizards assist users with creating their e-mail. Tracking reports and templates are offered with the service which costs $10/month.

• Microsoft Small Business
  Small business e-mail marketing from Microsoft. Plan geared toward businesses sending less than 1,000/month. Monthly and yearly pricing available.

• MailChimp
  Silly name but interesting service. Users buy mail credits which act as stamps - your credits are used up as you send out e-mails. Website provides information on e-mail marketing campaigns.