I am a big fan of well-done email newsletters. Why? Because they are one of the best ways to build relationships via email and boost your email return on investment (ROI).
As I've mentioned in past columns, editorial email messages (read: email newsletters) generate very high open and click-through rates compared to other types of email messages. Done properly, with a mix of no more than 40 percent marketing content and at least 60 percent editorial content, they can be a huge driver of conversions and revenue.