If you are not clear who you are writing to you will struggle to know what you want to say.
If you have a non-specific audience in mind your content can easily become general and impersonal.
To get around this Michael Katz suggests you should write your newsletter as though you were speaking to one particular person on your mailing list. This leads, Katz says, "to focused, genuine, conversationalist copy, the holy grail of E-Newsletter content."

When it comes to content here is a helpful suggestion.
Write down the sort of questions you get asked everyday about your business.
"How do I...?"
"Should I ...?"
"What do you think about...?"
"How do I know if ...?"
"Is it worth spending money on...?"
"What would you recommend for ...?"
"What will happen if...?"
The answers to these questions are second nature to you but they represent the sort of issues that will be of interest to your readers.

One of the great advantages of the internet is that it is interactive. If your readers like what you are saying, don't agree or want more information it is easy for them to contact you. The amount of feedback you are getting is a good indication of how effective your newsletter is.
The internet is also measurable. If you use Using the Net software we can tell you how many emails were opened, by whom and how many people clicked on the various links within your newsletter. From a marketing perspective this type of information is pure gold!