1. Branding. If you're doing an HTML newsletter, include your logo, tagline, Visual Vocabulary, etc. It should probably match your website to some extent so that people who signed up for your newsletter on your site will make a visual connection between the two – and relate your website to your newsletter. 

If you're doing a text-only newsletter, then you can brand your newsletter by the introductory text that you use. For example, you can start your text-based newsletter with your business name, your tagline, a consistent description of your offerings, and/or some other memorable text. 

 2. Consistency. Once you start putting out a newsletter, you need to maintain some consistency around the newsletter in a few different ways. 

• Consistency of the look and format of the newsletter

• Consistency around the type of voice you use in the newsletter – word choice, level of formality of the language  

• Consistency in the types of features in the newsletter – if you’re going to have an introduction, article, promotional area and then an “about “ box, then include these features each month.

• Consistency in timing – the date and time when you send out the newsletter are also important. You can choose a date – say, the first of the month. Or, a particular day – on Tuesdays. You should also try to schedule the newsletter to send out at the same time, say, 8am. 

3. Include your contact information. It’s important that you include this so that once people read your newsletter, they know how to get in touch with you for the next step. Also include a link to your website so that readers know where to go to get more information.

4. Tell people what you want them to do next. Now that they’ve read your article, what’s the next step? Should they go learn more about this topic at your website? Implement it on their own? Hire you? Buy an info-product? Just by telling them what to do next, you can reduce confusion and increase conversion of prospects into clients.