An e-zine is simply an email newsletter. But they come in all shapes and sizes — from a simple list of your most recent "doings," to a complete resource for industry information. Deciding which is best for your business depends on your resources and what information your customers most want.

But no matter what type of e-zine you choose to create, here are five basic guidelines:

1. Keep it short. Remember, your customers are just as busy as you. The better you are at brevity, the more likely your customers are to become regular readers.

2. Use a standard layout: This helps your readers to know where to look for specific types of information.

3. Distribution: Keep your mailing list current, add subscribers on a timely basis and remove unsubscribe requests right away.

4. Encourage feedback: Learn what your readers want by asking for their input from time to time.

5. Promote your company’s URL: Always include a foot- note about your Web site so that readers can link directly to your site from your e-zine.