Whether you send e-newsletters on a weekly or monthly basis, it's a great way to connect with your customers and achieve a number of diverse goals. But is your newsletter as effective as it could be?

Consider this advice from Damian Davila, writing at the Idaconcpts blog, on creating e-news that subscribers look forward to receiving:

Remember that you don't have to write a novel. There's no rule that says newsletters must include multiple departments with a diverse mix of content. "It can be short and focus on one main story," Davila notes. His example: A great short-and-sweet missive from Facebook Ads that effectively sells the reader on banner ads.

Give readers an incentive for reading your news. Your newsletter's content should always benefit the reader in a tangible way, but you can heighten its desirability by including a special gift. "Make good use of the law of reciprocity," he recommends, "and provide something really useful and free to your email recipients." Example: Shutterfly Wink's e-newsletter includes a credit that lets subscribers send a free photostrip anywhere in the world.

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