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Don't cut and paste information from offline materials into your e-newsletter and don't write your e-newsletter as if it were a print publication.
Online newsletters give you the opportunity to talk to your readers one-on-one. When they come to you site, they are coming to ‘your' space online. When you send them an e-newsletter, it arrives in their own inbox – which is ‘their' space. Being in their inbox gives you a chance to write to people as individuals. Write in a personal voice and be genuine.
|Sheri Ann Richerson|