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I have a friend who runs a niche business and instead of many suggestions to stop, sends me over totally boring monthly newsletter. I have nothing against receiving this carefully composed newsletter. But I‘m afraid that this newsletter does not serve the purpose he hopes for. I believe his goal is to develop a long-term impact on the readers. It should provide the readers value, which means more than just sales messages. It should contain information, which informs, entertains or otherwise benefits the readers. He invests his time and money on it and value of ROI, I believe, is zero.

So here, dear friend and everybody else, trying to really reach somebody via e-mail, are some soft reminders:

• Do not send your newsletter, so everybody can see the entire cc list. It’s just plain rude.

• Make a decision. Are you sending a direct mail or a newsletter? Direct mail fits into e-mail without having to open it. Newsletter is usually composed into PDF file, so parties interested can browse through it or print it out and it usually contains more than one page. You can’t be both at the same time.

• Avoid plain long text. No one wants to read it. Add a link to your website for further information, if somebody is really interested.

• Bring out reader benefit - BIG AND RED - at the beginning, so highly occupied people would have interest to read further.

• Be focused and understand what's important for your clients.

• It’s very nice that somebody has composed a thorough PDF of your companis summer vacation; two more pitches won and a new improvement on your business. So what? Ditch the information, that is not crucial and put all the emotions into the new product introduction, new skills owned by your staff or innovations in your field of activity.

• If you do not have anything important to say, do not send it, just because you think you should… people do not want to read it. Value the time of your customers.

• Innovation in your field of activity still exists. Please find it and spread the message. If you are in the dead end and think there is no innovation - be a man, and invent it.

• Act like a market leader, not like someone who is trying his best to become one.(Its recommendation just for him , as he is the market leader. Other folks who are not - accept your position and compose your strategies accordingly.)

• I understand it is hard to come up with some illustrations or something else that catches the eye. If you already came to a point sending this newsletter, please be so kind to hire somebody who makes it look more edible.