Before you start publishing your ezine, create a plan: Who is your audience? Where can you find them? How will you market to them? The more specific, better.
Depending on planned frequency of publishing (daily, weekly, monthly), you should have between two and four months of newsletter material material written BEFORE you start publishing. This gives you plenty of lead time to work on other articles and prevents you from having to come up with
material at last minute.
2. Content counts
You can lead a horse to water, but you can't make him read a dry, old newsletter. Quality *original* content is important. It's fine to reprint an article from another source, but bulk of each issue's material should be original. So, make it your own, make it unique, but most of all, make it good.
Make your ezine only as long as it needs to be - and no longer. People are inundated with ezines these days. The more "to point" your newsletter is, more it'll be read and appreciated.
4. Minimize marketing
If your subscribers feel like newsletter is nothing more than a big advertisement for you, you'll lose them quickly.
Keep obvious hard-sell advertising to a minimum. Attract people to your business with quality of your ideas, not with advertisement after advertisement.
Rather than a long list of classifieds at beginning or end of your ezine, try for fewer ads each issue but put them
in between individual articles.