Relevance

People read stuff that's useful, interesting or entertaining. Unless you're in the business of entertaining, your focus will be on useful and interesting. You need to:

 

Think about your reader – Throughout your planning and as you create your content you need to think about your audience. What are their needs? What are the questions they'll be dealing with internally? How much time do they have? How do they like to receive information; as videos, interviews with people like them, or perhaps as instructional articles?

 

Know your purpose – What do you want your newsletter to do? What action do you want people to take after reading each article?

 

The newsletters and emails you send are helping you build and maintain relationships.

 

You want people to remember you and feel good about your business. You also want to inspire action, for example: a visit to your premises, signing up for an event, an email enquiry or a purchase.