The content of your newsletter is what attracts and keeps reader interest by providing relevant, informative, entertaining and useful information. One purpose of a newsletter is to lend credibility to your company and to establish your expertise; this can only be accomplished if the newsletter is mainly information, with little or no  advertising.

• Relevant information: To provide relevant information in your newsletter, you must know the target audience. If your audience is diverse, it may be better to publish more than one version of your newsletter so the content can be fully tailored.
• Useful information: Factual articles based on research, or “how-to” tips based on experience both qualify as useful information. To encourage readers to trust the information, keep sales hype, (including superlatives and over-the-top claims) out of the articles.
• Writing style: A good writing style to adopt for your newsletter is the same one used by a newspaper journalist – objective, factual and well-researched. Focus on news that is relevant to your audience, and present it without bias. Keep the language easy-to-read and the sentence structure simple and conversational.
• Call to action: Even though your newsletter isn’t directly selling, it should include a call to action. Emphasize current offers, discounts or other specials of interest to customers and prospects, and make it easy for them to act on the information by providing instructions for what to do if interested.