Companies have always, always tried to find new ways to reach their customers. It’s arguably the most important function a company performs, except for the obvious task of creating an exceptional, unique product or service.

And in the quest for a new silver bullet, it’s easy to overlook one of the most reliable, most cost-effective tactics available - the e-mail newsletter. While some companies have found a great niche with direct mail, TV, or online banners, a steady, proactive inbox campaign should be a foundation to communicate with your customers.

Numerous studies have shown that the number one reason Internet users go online is to check e-mail. And even with new anti-spam measures at every level, legitimate opt-in e-mail can still get through to the inbox, and with the right content becomes even more powerful than it was a few years ago.

So what makes a good e-mail newsletter? At FCM, we tend to focus on three parallel components: design, content, and distribution. Over the next few days, I’ll be posting on these components so you can have the foundation to build an e-newsletter program that strengthens customer relationships and ultimately builds business.