Value
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Next topic: What is valuable content?
Let me begin this chapter with a quote from a leading light in email marketing. Writing at ClickZ, Kim MacPherson says:
"So how do you stand out amidst the ever-growing throngs of online marketers who are taking advantage of the current power of email? The solution is a simple idea to convey, though not always as easy to implement ...give them value, or give them nothing at all."
If you want your newsletter to achieve that impact and influence, you need to think about the content you're delivering to your readers. More specifically, you need to focus on the value of that content.
Does your newsletter provide enough value to sustain reader interest and convince them that you - the publisher - are giving, rather than just taking?
Need more email marketing guidance? Try the email newsletter.