• Enjoyable to read - offers interesting, relevant or useful information)
  
• Easy to sign up to - not too many hurdles to jump by asking for too much information.
  
• From a “good source” - known for expertise in the field, or a well-known brand.
  
• Easy to navigate - well designed, looks good, easy to read more then one article.
  
• Well written content
  
• Easy to share and pass on to others
  
• “Saves time”
  
• Provides automatic updates
  
• Offers exclusive content (special offers not available anywhere else)
  
• Arrives at times that are convenient

Here are some actual comments from a survey on this topic.

“Keeps me informed about things that I wouldn’t otherwise research.”
“Reminds me of things I would otherwise forget.”
“Teaches me new things I’d otherwise pass over.”
“I do not have to fetch the information actively. I can just sit back and get the information I need”
“Free”
“I can click delete if I don’t want it.”
“Current information could lead to a competitive edge.”

Many of you will have seen newsletters that provide an executive summary of various articles with a link at the bottom of the article to read the full text. Is this a good idea?
From my experience the answer is a definite yes. Let me give you the main reasons why we recommend this to our clients and in seminars we run.

• It makes the newsletter shorter and it is easy for the reader to scan the articles.
  
• If you have click thru technology in your newsletter then you can gauge which article creates the most interest. This is very helpful market intelligence.
  
• When the reader lands within the newsletter section on your website you can direct them to other articles, products/services and various calls to action. So by using this simple method you have generated increased traffic to your website.
  
• Marketers will also be able to see which links lead to conversions, etc. The information tracked can also inform segmentation or follow up emails - and will definitely help with creating ever more relevant and targeted content with each send.
  
• Finally there is evidence that short punchy newsletters - without a lot of repetitive product information - have more likelihood of avoiding filters - thus reaching the inbox of your mailing list.

Using the Net is a network of professionals who works with companies to deliver emarketing strategies and implementation. We provide a range of services:

• E-marketing
  
  
• Marketing Consultancy & Workshops
  
  
• E-newsletters
  
  
• Search Engine Optimisation (SEO)
  
  
• Website Design, Hosting & Development
  
  
• Graphic Design
  
  
• Executive coaching

With the increasing problem of communication overload it is important for email marketing to be relevant, timely and targeted - part of the solution, not part of the problem. Here are some issues to consider each time you send out emails.

Clearly identify yourself - The ”from” and the ”subject line” should be written to achieve instant recognition and branding.

Respect the relationship – If the relationship you have with your readership is business focused stay within these parameters. Social networking has blurred the line between friend, acquaintance and colleague. Don’t make the mistake of overstepping your relationship with your subscribers.

Provide value – Make your mails worthwhile and focused on the reader. Content mix should aim for 20% marketing material and 80% information.

Get to the point – Peoples' time is valuable so make sure you quickly put forward your information. Make sure it is easy to digest and these days it is also important to consider the variety of ways it can be read and make sure your design accommodates these various formats.

Watch the frequency – If you bombard your contact list with emails they are likely to consider this to be spam - even if they opted to be on your list. Only contact them when you said you would and when you have something valuable to say.

Personalise the content – Some people believe placing a 'Dear John' at the top of their newsletter will make the reader more receptive. This is not personalisation and in fact may to some readers be seen as overstepping the relationship. Personalisation means presenting relevant content. Think about what your readers want to know and use your email to help them find this information.

Make it easy to respond - If you follow the 80/20 rule we talked about earlier then it is important that your 20% marketing focus is well targeted. Each marketing item should have a clear Call to Action. When your readers are interested in responding it should be easy, quick and clear what they are to do.