Developing and Email
Newsletter
by Art Fedich
Starting an email newsletter is easy. Maintaining and developing it into
a substantial benefit for your audience (your customers) is much more
difficult. There are many shabby email newsletters out there that are
nothing more than another promotional vehicle for the company that puts
them out. However, it is unrealistic to believe that a company would
spend the time to develop an email newsletter with no thoughts on
increasing profits, and your readers will know this and expect some type
of promotion. What you have to do is balance valuable, informative
content with minimum promotion to provide your audience with maximum
value. Usually about 80% news and information content to 20% promotional
content will do the trick. Next, focus on content that your readers will
find valuable, and can use in their own endeavors. Put yourself in your
customer’s shoes and try to think of what information you would want.
This will keep them interested in your newsletter time and again.