1. Email Content - Ask yourself "What do you have to say that your readers want to hear?". Seek continuous improvement by obtaining reader feedback and monitoring click-through rates to determine what types of articles are most popular. Don't talk at your readers, talk with them.

2. From Line - Avoid a person's name, use the name of the email newsletter or company name that will resonate best with your readers and be the most recognized.

3. Email Subject Line - "Vol. 1, Issue #4" or "Company X News" are not enticing subject lines. They are certainly consistent and simple, but they don't tell your readers anything that will motivate them to open your email or how it differs from the last edition. Entice your readers with the most interesting or intriguing information in your email newsletter.

4. Layout/Format - Establish a format and layout for your email newsletter that is clean and simple, renders across most email clients, with elements of the newsletter (table of contents; "Tips", subscription information, etc.) located in the same spot each issue.

5. Frequency - Determine how frequently your readers want to hear from you/receive your newsletter - and what you can commit to. Don't launch a weekly email newsletter if you are not absolutely certain that you can distribute a quality newsletter every week. Provide frequency choices when possible to allow the reader more control.

6. Viral - Provide information readers can act on or that stimulates reaction - forwarding it to friends and peers, stimulating purchases through discounts. Make it easy for readers who received it from a friend to join your list - provide a subscription link so they can easily join.

7. Use Personality - The most successful newsletters have a human being associated with them...and a personality. If possible, your newsletter should be "written by a person" at your company...not the company. Provide a way to reach the writer - readers like to respond.

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