As most of you know, e-mail newsletters can be an important customer communication component -- as long as they're done right. Today, let's look at what makes one newsletter successful.

Farm Boy Inc. is a specialty grocer with six stores in eastern Ontario, serving a regional population of 1 million people. Known for its loyal following, internal surveys show Farm Boy customers rarely shop elsewhere. To encourage this trend and attract new customers, the grocer engages in a variety of marketing tactics, including radio ads and newspaper flyers. In addition, it sends e-mail newsletters to its opt-in customer list, which numbers about 4,000 subscribers.
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