Does your online newsletter come from your company or a human at your company? Remember, a newsletter is a letter. Typically letters from companies are not very personal. Consider introducing the person who?s behind your newsletter. Add a letter from the editor with a photo and a scanned signature.

Find Web sites related to your newsletter subject and link to them. This will provide a fresh, interesting section that isn?t all about your company. Think editorial. You could link to stories, sites, individuals and studies. Readers will be interested because it?s familiar yet is always new and different. Plus, if you?re caught surfing at work you can say it?s for the newsletter.

Plain and simple, ask readers questions and display their answers. This shows you?re listening and that your newsletter is by people for people. Polls are fine and do a similar thing, but still seem rather cold and automated.

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