The Email Newsletter - No More 'Yawn, Yawn, Yawn'

Every business and his dog has one and the poor old customer is exhausted. This is great news because it means that your customers have become discerning. They will discard the newsletters which have no value to them and avidly look forward to those they have chosen. Two crucial factors make the difference between the subscribe and unsubscribe buttons in the B2B sector:

Real substance: your contacts are busy and important so your job is to help them with the task in hand, not distract them further. Provide content which does the legwork for them. Segment your audience and provide a newsletter which is personally relevant to each. Make sure they can't afford to unsubscribe.

Heart and soul: once you've found your voice, shout it from the online rooftops. Be a character. This is your chance to be bold and beautiful - they're all ears! Bore them, and they'll reach for the unsubscribe button before you can type "Welcome to the September edition of...". Yawn, yawn.