Whenever possible, have specific topics written by experts, even from your own staff and be sure to give them editorial credit. This will create greater credibility for your company and your brand.

Peppered throughout your newsletter should be special offers, questions, surveys, giveaways, contests, etc. to keep your audience not only engaged, but motivated to keep reading the entire newsletter.

The most effective newsletters will also contain some type of incentive to entice the reader to pass along the newsletter to a friend or associate who could become a prospective customer.