Direct e-mail. If your company's site is set up to collect e-mail addresses of visitors, add a question next to that section asking if they'd mind receiving e-mail notifying them of changes to your Web site, or changes in the industry, or changes and updates to whatever key information your site offers.
Once armed with a list of users willing to receive e-mail, start sending it to them. Don't abuse their trust by overwhelming them with press releases every time a minor change is made to the site, but do put together a regular mailer, perhaps once a month, pointing out a few new products available on the site or key issues discussed there. The mailer shouldn't steal the site's thunder. It should be more of a teaser designed to make readers want to visit the site. Keep it very short and current.
A useful technique is to include links to specific areas within the site -
this will appeal to users as they do not have to waste time navigating once
they clicked on to your web site.
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