Your newsletter should be a simple pleasure to read. Make your content known from the subject line to grab your readers’ attention. Your newsletter, like a website, is scanned rather than read, so write for the internet.
It can be harder to engage a newsletter reader than a site visitor. When a visitor to your site scans your content they are generally looking for something in particular. When they scan your newsletter they may be hoping something relevant might jump out at them before they hit delete. In many cases, this can take place before they’ve even opened the email if you’ve chosen a dull or spammy looking email subject.