According to Seth Godin, an e-newsletter needs to meet three criteria:

1. Make it about something that people want to read;
2. Give people what they asked for…and what they expected; and
3. Write something that people will feel compelled to tell someone else about.

make your newsletter about ‘them’ rather than about ‘you’. It seems counter-intuititve, but it will keep them subscribed, telling their friends, and coming back for more. Along the way, you’ll pick up more leads, and quite possibly, make more sales.

After all, the internet is all about finding information – not advertising!