As a cost-effective, direct and flexible means of staying in touch with clients and customers, it's fair to say that eNewsletters have something to offer any business. They can be fun, clubbish, informative and they're even environmentally friendly! But knowing an eNewsletter can be good for business, doesn't necessarily mean it will be good for your business. Before you invest time and effort pursuing the eNewsletter option, here's a guide to the critical questions you should ask yourself.

In my experience, there are six critical questions that should guide your thinking about an eNewsletter. They are:

• Are you B2B or B2C?
• Are your customers email savvy?
• Do you have their email?
• What have you got to say?
• Could it replace existing advertising?
• Do you have repeat customers?

They're all key questions to ask yourself as you explore the eNewsletter option, but let's focus on the first question.

What kind of a business are you? B2B or B2C?

In our experience, eNewsletters are most effective for our B2B (business to business) clients. Think about it ... at work, we're spending plenty of time in front of our computers, we're curious about a new email, we're keen to hear what other businesses in our region are up to, even if it's just to keep an eye on the competition! We're email savvy, we like to be up to date and we're looking for opportunities - all good reasons why people at their workplace will open your eNewsletter. The Cairns Business Women's Club eCommunication is a great example. Its mix of events, information and member news appeals to women (and a few blokes) who want to stay in touch with their peers and who are keen for training and networking. The eNewsletter is the link between all these people and it, in turn, directs them to the CBWC Website.

In a B2C (business to customer) scenario, you have to be clearer about your customers and their motivations. We know why we open a Virgin Blue or Qantas eNewsletter - the lure of a cheap flight is a powerful motivator. But do you want to read about the companies? Probably not. So think about your business and your product. Do you look for repeat sales?

Can you establish a community of interest that would benefit from news or advice, as well as your latest offers?

A good example would be a busy local nursery. Gardeners are a particular community of interest, they like to know about the plants they're buying, they need advice about how to look after them and they're always on the look out for something new. A monthly eNewsletter would work well in this kind of scenario. So could a pet shop or even a childcare centre. If you're selling a $5 widget, could you build the same case? Or, perhaps more interestingly, how would you build the same case?

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