The Affiliate Relating to Customers. In a retail business, most people realize that a happy customer is a customer who returns to spend more money in future. Yet anonymity of Internet causes some affiliates to forget this simple fact of commerce and they worry more about getting a quick sale than giving customer what he or she truly wants and needs. I don’t mean to imply everyone in industry has forgotten this important lesson. There are several “ezine gurus” who make money hand-over-fist by developing a relationship with their subscribers based on trust and comfort. When they recommend a product in their newsletter, people believe and buy. How did this relationship of trust come to exist? The guru (who’s an affiliate of products being recommended) places himself in shoes of customer and considers their desires and concerns. When he or she finds a product that addresses those desires and concerns, it’s an easy sell and customers love guru for it.

The Advertiser Relating to Affiliates. In general affiliates consider best advertiser to be one that brings most paying customers for their advertising dollar, but how does an advertiser achieve this? Again answer lies in developing a relationship with affiliates (who are in this case their customers) that encourages feedback, enabling both parties to can hash out what advertising methods work best. An advertiser that offers this type of relationship doesn’t necessarily need to offer best return per dollar today because potential for growth outstrips more “profitable” competition.

These are just three examples of faceless entities of ecommerce and why it is important to connect with them. Consider how many groups of people you interact with in your business.

If you are looking for software, you can find a variety of solutions by going to somewhere like download.com, and searching for 'send email'.

You can also install some software onto your own web site, which can give you more control but also gives you all responsibility for maintenance of software/script if things go wrong.

However, I personally have a preference for using a third-party web-based service when sending out my newsletter. For one, it means my broadcasts are not reliant on my own Internet connection or PC, and it also let's someone else take care of delivering my messages to several thousand recipients.

There are literally hundreds of third-party web-based services available, all varying widely in quality and ease of use, and suiting different budgets and email requirements. One of best ways to do your research on this is to check out your competitors or your favourite newsletters and ezines, and, if they send out HTML email, find out what service they use. Often unsubscribe link, that should be at bottom of their messages, will point towards relevant web site.

(HINT: By signing up to my own newsletter at http:/ akanomi.com/newsletter, you will be able to find out which service I personally use.)

Finally, and importantly, should you send out HTML email? It entirely depends on preferences of your own list. But, in general, look towards big business. Most big businesses tend to send out HTML email, and there's only going to be one main reason for that - response rates. But you do need to ensure that your HTML email is professional, easy to read, and has an attractive layout.