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  A newsletter is an effective means of communicating with your clients. When circulated widely, it can extend your client base and potentially add to your profits. As a product of the agency, the newsletter helps to establish your identity as a substantive organization. Directed to specific market segments, it can help improve your product mix. Ten factors should be addressed in making your newsletter an effective marketing tool. 1. Audience: Carefully decide who the target audience is. Basically, there are two choices: corporate and leisure travelers. Before deciding which type of newsletter to produce, define which business is most profitable and desirable to obtain. Direct your newsletter to this business. Some agencies may wish to produce separate newsletters for their corporate and leisure clients. Corporate travel agencies may also wish to create a separate newsletter for leisure travel in order to increase personal travel spin-off. 2. Goals and Objectives: Have a purpose in wri