DON'T SELL OUT! So many ezines are basically just one big "buy me" ad - content and care over presentation a mere afterthought. You probably know type I mean. And, if you've any sense, you'll stick these "sales brochures" right where they belong - in recycle bin.
BE A SELL-OUT! If you hope to make any money out of your publication, or if you're looking to increase its profitability, you'll need to follow best B's in selling:
1) BONDING. Who are your subscribers? Who is your ezine aimed at? If your ezine's a teen-zine, you will need to know latest *in* words and expressions. If your ezine is for newbies, you'll need to offer simple and clear explanations. And, if you're aiming at business market, your ezine should have a pristine presentation while content will need to be both professional and to point. You have to *know* your potential customer - before you try and sell.
2) BASICS. Keep your ezine simple. Stick to plain text. Yes, you can create an ezine with a variety of fonts, graphics, and formatting options, but why bother when roughly 50% of all email users only have access to plain text compatible email clients? And instead of your nicely centred and bright red heading is an unintelligible line of code - hardly what you'd planned!
I use TextPad to write my ezine. It's a great little piece of shareware software. You can download it here: http://www.textpad.com/ . You need to configure word-wrap between 55-65 characters per line to ensure that all email clients can read your text perfectly - just way you intended!
By keeping your ezine neat and simple, you'll ensure that your subscribers focus more on content - and on what you have to offer.
3) BENEFITS. When your subscribers read your ezine, they are constantly thinking "What's in it for me?" I know because I think exactly same thing. You must ensure that your ezine answers this question from start to finish.
Don't be self-centred, be customer-centred. If you constantly drone on about yourself, chances are that you'll bore half of your subscribers and have other half clicking on unsubscribe link. You need to focus on exactly what your subscribers want.