Whichever you choose, to best take advantage of a newsletter’s major strength (permission-based follow-up), you’ll want to keep format consistent. Many publishers rearrange their newsletters each month, taking out and putting in new sections, re-ordering articles, etc. No matter what your main newsletter goal, consistency is a powerful ally. By getting your readers accustomed to always finding a tip after editor’s letter, they’ll become accustomed to your company.

6. Measurement: Without measurement, you can’t be sure how your newsletter’s doing. Certainly, some things can’t be measured easily (like brand recognition), but by keeping an eye on statistics and running surveys, you can get a pretty good idea what’s going on with your readers.

One stat to measure if you’re publishing in HTML is your open rate. While it’s not foolproof (or even especially interesting), keeping an eye on your open rate will alert you to potential problems. By watching for declines or surges in your open rate, you can learn which subject lines are most popular; you can also learn which newsletters trigger more filters than usual, and which newsletters might have bugs in HTML code.

Another stat to keep an eye on is sales made as a result of your newsletter. An easy way to do this is to offer special discounts to readers of your newsletter. Using trackable links also helps, but it doesn’t alert you if your newsletter readers prefer to use phone to order.

Keep an eye on your rate of subscription and unsubscription. Do readers unsubscribe more after you’ve covered certain topics? Do you see surges in subscribers when you offer bonuses for referrals? Watching what happens to your list from week to week can be very revealing.

A final stat all newsletter publishers should keep an eye on is bounces. Depending on how you maintain your list, you may lose 30% or more of your subscribers each year to full and abandoned email boxes. Keeping an eye on this stat each month helps you gauge which newsletter promotion plans are working and which are bringing lots of temporary subscribers.

What's secret to more profits, happier customers, and expert status? A pink and purple polka-dotted ping-pong paddle, of course. Rocky explains: http://www.designdoodles.com/ping-pong.htm

Including all nitty-gritty details in your masthead is also a super way to build credibility with your readers.

Your company newsletter tagline Your tagline carries a heavy burden--it must be short, it must be persuasive (but not salesy) and it must be comprehendible.

Somehow, in 15 words or less, you must give your readers all information they need about your publication.

Fortunately, that's not as hard as it sounds. All you'll need to do is come up with #1 benefit for subscribers.

Okay, so it's still hard.

But, it's not only do-able, it's crucial.

You also might want to include following information in your tagline (if you have a few extra words):

frequency audience size format. Here are a few examples of taglines clients have used with much success:

Your guide to a well-trained dog A humorous look at life as a single dad Bi-monthly tips on decorating your fingernails for parties You'll notice that, though each of these newsletters is published by a company, not one mentions company's name or interests. Rather they focus on reader's goals. That's key to a tagline that gets people to subscribe and stay subscribed to your newsletter.

The right tagline doesn't just add value for reader, rather you'll find a great tag will help you focus your newsletter content as well. Take some time to come up with right tagline. Once you find one that works, you'll be able to use it for many issues to come.

When you carefully develop your nameplate, masthead, and tagline, you'll build a powerful foundation for reader trust. In each issue, other elements of your newsletter (content, etc) will build upon that foundation to unleash a powerful sales ally.

What's secret to more profits, happier customers, and expert status? A pink and purple polka-dotted ping-pong paddle, of course. Rocky explains: http://www.designdoodles.com/ping-pong.htm