Email newsletters are an important part of any marketing campaign, particularly as people spend increasing amounts of time online. E-newsletters go directly to customers' inbox, giving them an advantage over other forms of social media.
It never ceases to amaze me how many business owners spend all kinds of time and other resources creating and implementing a marketing strategy that begins at step two. They either ignore the important first step altogether, or pay so little attention to it that it contributes little or nothing of value to the final plan.
All executives have in common a need, if not a duty, to achieve a degree of administrative skill. This includes public and internal communication, and while it is unlikely a typical executive is "un-skilled" at public speaking and other forms of information processing, the skill level varies widely between individuals.
Many small businesses spend a large part of their budget on marketing to generate new business prospects. For many small businesses, new clients come from referrals which is a different kind of marketing altogether.