Put your sales and marketing hat aside and think about things from the perspective of your customer. What do they want to know about? The rest will fall into place.

Provide accurate and helpful information that meets the needs and interests of your readers. Think about the problems and issues your customer deals with every day. Through your content, become the expert that your readers will respect.

Once you have started to build a loyal readership, you can start getting personal. A personal communication is more than just filling in a name; it's about delivering the content a reader is most interested in.
For example, if you represent a financial services firm, you might send information about estate and succession planning to a family business owner, and venture financing advice to emerging companies. A newsletter that delivers targeted content will improve customer relationships and make your e-newsletter personally rewarding for your customers.

Once the first edition of your e-newsletter has been delivered, it is imperative that you keep producing it on a timely and regular basis. Customers are creatures of habit. By keeping your publication in front of your readers regularly, your newsletter becomes a part of their work life and their expectations. But don't overdo it. It's a fine line you have to follow.

Once you have developed your e-newsletter as a reliable source of information, prospects and customers will start to seek you out. Make it easy for your newsletter to be passed on and give it a presence that extends beyond just e-mail.
Keep an archive of past issues on the Web and always make the current edition easily accessible through a Web address that is easy to remember. This provides multiple ways for your readers to access your information - and more opportunities for you to track click-throughs in response to specific articles.