https://www.verticalresponse.com/blog/7-golden-steps-to-creating-an-effective-email-newsletter/
- Being Informative - items about prices, deadlines, events coming up
- Be careful not to include too much about Sales (i.e. make sure that the sale is tactful; "saving 35%" and usually leave it at that
- Keep it brief and aim for a click
- Be reliable and consistent
- Have a compelling opening line
- Respond
- Let them opt out easily
verticalresponse.com lists other essential parts to a good e-newsletter:
Blog posts
Tips, tactics, how-to’s, and tutorials
Industry news/third party news
Events, dates to remember, and holidays
Interesting facts
Reviews
Photos
Contests/contest winners
Resources
Company news: updates, improvements, new products, awards, volunteer projects, etc.
Infographics
Webinars or videos
Testimonials
Recipes
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