When reading your e-mail newsletter, realize that your clients are looking at light, not ink. That factor alone makes for a higher incidence of eyestrain. Because of that,readers scan the screen page for key words or phrases to absorb selected information without reading every word.

To facilitate scanning, use lots of bullet points and numbered lists. They're easier to read and remember than straight copy.

People are in a "get to it quickly" mood when they scan newsletters on line; they're unlikely to kick back leisurely as they would with a printed newsletter. Therefore, grab their attention with punchy headlines. Keep items short. Skip long introductory paragraphs.

Write fewer words than you would for printed articles.

• Maximum words per sentence = 20
  
• Maximum word per paragraph = 50
  
• Maximum article length = 4 paragraphs.

Limit each article to a single point. For more information, you can refer readers to particular web sites.

Write your articles in a friendly tone like you're talking to your best friend. Let your personality show through so your message comes across as if it were packaged as a personal note.

Remember that your newsletters are easy to forward so, unlike truly personal notes, be sure your message has wide appeal. Avoid any copy (including jokes) that could offend.

Include some interactive aspects. Ask a question. Host a contest. Invite people to give you feedback.

E-mail newsletters cost you only your time to create and send. But even though distribution is free, build your e-mail list as strategically as any costly business mailing. It's easy to become an e-mail pest if you ignore these guidelines.

Keep promotional messages to a minimum; use only a signature line at the bottom to explain your product or service. Make it easy for people to reply if they don't want your newsletter. Respect their requests. If you fail to do this, your marketing advantage could turn into a liability.

As with any piece of communication, keep your audience's need for pertinent, usable information in mind. Ask yourself, "Would I really want to know this?"

Newsletters by definition come out regularly. To build a loyal fan club, make it a steady commitment. The best advice: write at least six issues of your newsletter before you send out the first. You know you'll get busy. Don't put yourself in a corner and have to whip out a newsletter in a hurry to meet a deadline.

Use your time wisely to communicate with meaning and integrity. Make it a quick read, and your e-mail newsletter will help you build an excellent reputation.

© Lisa Kryder, NetProfitMarketing.com. All rights reserved.