E-mail is the preferred method of communication for many consumers. In terms of reaching your customers, it’s also cost effective, immediate, and measurable, says David Peters, Jewelers of America’s resident education and management expert. Rather than being intimidated by the technology, he says, you must use e-mail marketing effectively to reach out—through newsletters, invitations, and special announcements—and grab the attention of current and potential customers. Peters shares four tips for effective newsletter design and content:

Simplify

Shorter text is best, so keep it simple.

Be unique

Include things like special offers, tips, and human interest stories

Link it up

Provide customers a chance to continue the conversation by sharing links to your Web site or other related sites (such as vendors).

Be authentic

Make sure your communications, whatever form they take, reflect your personality and company culture.

For more tips from Jewelers of America, sign up to receive the “Tips to Thrive” e-newsletter at www.jewelers.org.