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Is it interesting? After you've proved to reader it's relevant, you still have to prove that it's interesting. Interest is typically a matter of tone and depth. Some readers prefer formal newsletters with articles that examine each facet of a limited topic, while others want a more general approach with a more playful tone. Get it right and your readers will wait by mailbox for your newsletter.
Why read it now? Make sure your readers see information as applicable right now. What's applicable will depend on your readers, but in general, if you have information that's in someway timely (safety features, for instance), promote it up front. You can also offer your readers special discounts and promotions.
Why keep it? Not all company newsletters should be kept, and you'll need to determine whether or not yours should. If you decide you do want readers to keep newsletter, you can add value to your publication in form of reference articles or collections of resources. If you want to make sure readers can always find your newsletter, perhaps you could start new subscriptions with a manila folder to keep all issues in (or a binder, if you prefer). An alternative is to offer something they can keep from each issue-an index card of important phone numbers, for instance-that they'd cut out or remove from newsletter before throwing it away or passing it along.
When your newsletter answers these questions, your readers will see more value in it. While you simply can't get everyone to read your newsletter moment it arrives in their mailbox, you can encourage readers to look forward to receiving your newsletter.
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