Most of us are bombarded with more emails than we could possibly handle or ever take an interest in. Thus, companies that transmit electronic newsletters (e-newsletters) should avoid the all too commonly used messages that say “SALE” or “Buy me.” Instead, e-newsletters should be limited to providing useful information about their products, directions which speak about usage of these products, expert advice about the products, latest trends led by their products and tips about their products. E-newsletters should also put the company’s products in the spotlight by stressing the fact that they are exactly what the market has been looking forward to and explain the reasons. This will arouse the readers’ interests and they will invest more time learning about the products which will eventually lead them to spending more money on these products.

E-newsletters should engage their readers by actively clicking on various links and by creatively leading them from one valuable resource to another. Whether the targeted market of the e-newsletter is a list of current customers or prospects, to be fully effective it should contain interactive contents, should be entertaining and should prove to be valuable to its readers. E-newsletters are perceived as worthwhile reading when they disclose the latest company news, tell human interest stories, recount the history of the company, declare company’s achievements such as inclusion among Fortune 500 companies or its rapid growth rate, share fun facts, discuss employee benefits and perks, address personnel changes, announce money saving sales, broadcast research and production goals and so on. Transactional emails that include updates and general information such as registrations, subscriptions, shipping notifications and order confirmations can also be very effective.

Every emailed communication with current and with potential customers must include website links, contact email addresses, telephone numbers and physical addresses for receiving of, responding to and collecting recipient feedback on the company’s products or services, about the e-newsletters and about the company's website.

Quick single-question surveys in the form of pop quizzes or other kinds of games can also prove to be extremely effective. Results of quizzes and the surveys can be published on the company website as well as in its e-newsletter. In addition, positive feedback, good customer reviews and stories which talk about how this company’s products improved someone’s life are good ways to attract new customers and retain old ones. Features such as “Frequently Asked Questions” within the website as well as in the e-newsletter tend to be appealing and capture reader’s attention and interest.

Building blogs that link directly to the e-newsletters are effective means of getting subscribers’ and customers’ to help improve company’s products and customer services by collecting useful comments and feedback. The most constructive comments and problem solving feedback can then be published for all to see. Videos that can ultimately lead to video blogs can be used to promote the company, its e-newsletters as well as its products.

Personifying the company’s e-newsletters adds an element of fun, charm, warmth and charisma, all of which will attract more and more readers. And finally, a personal note from the editor of the e-newsletter will strengthen the bond between the e-newsletter and its readers which will in turn lead to a stronger connection to the company and its products.