Trying to figure out a stream in banning one email client or another is no easy job. As soon as somebody rises up saying

Outlook is bad, somebody else comes saying it's good and other one is bad. And story goes on and on.

On one hand, email clients like Outlook Express and (even more) MS Outlook do a really good job when it comes to user

friendliness. What email client allows you to use more options on agenda, bell ringers, flag wavers and contact managing

tips than MS Outlook?

The ease of use perfectly molds on human indolence. That means I would never question about Microsoft Outlook being or not a

good email client if it comes together with my Office pack that comes together with Windows that comes together with my

computer.

Here is another red flag: MS Outlook is not free as long as I'm paying for my Windows license. This should count when

choosing an email client.

Moreover, everything is so easy to install with those cute wizards, and installing sessions are ready within minutes.

Until... well, until I spend enough time online, using email, starting to receive viruses, worms and other creatures that do

bad things to computers. If you ever had to do one of following when using Outlook or Outlook Express:

Overused. Abused. This means you have to make extra efforts to make people get involved with whatever you do for making a

living online.

I don't want you to believe I'm one of self made Internet gurus out there. No need to mention I'm not a real Internet

guru either :). I'm just an ordinary Internet user, happy to share some routine experiences and thoughts about editing

newsletters. By all means, know your purpose!

Some newsletter editors think that, if last week I was interested in email marketing, next week I could be interested in

some songs they have just written down after being involved in a 'Release Your Creativity' - like seminar. I know you

probably won't believe me, but it happened just this way. Ok, you online marketing fellow, I may want to hear about your

songs, but don't make them a main topic. I know what I subscribed for, and when I don't find what I expected in message

body, I feel somehow deceived. Think rather community than emailing list

The next paragraphs may seem not to have anything to do with editing newsletters. But instead of lying in your comfortable

shell, headphones on your ears, beautiful posters in your eyesight, trying to produce more and more 'words that sell', what

about a bit of real communication?

Have you ever been told 'it's all in list'? Ever wondered what they mean by that?

The reason you edit your newsletter is (probably & primarily) because you want to sell something. Try to forget sales for a

moment. You are online to give somebody something that he or she could use. You gather in a list persons that have something

in common (including yourself). Maybe they like cars. Or coffee. Or sleeping late. Let them share that with you. The first

step is to encourage feedback. You can create a discussion list and a forum.

I know what usually happens. You create a discussion group, post a topic and wait for opinions to poor in. This may never

happen. It takes time to create a strong community. Many people might subscribe to list just for reading other opinions,

and never post a message. This shouldn't bother you. They are a step closer to you than usual newsletter subscribers.

Remember that in a community, your promotional messages are beeing red as (hopefully) friendly advice. However, they are not

beeing perceived as agressive email ads.

A community is about trust and transparency. Allowing competitors to post messages (as long as they are respecting