Advertisements: These can be for internal products or third-party products. A hard
drive manufacturer, for instance, might allow a non-competing partner company??”
such as a cable manufacturer??”to advertise within its newsletter.
Every company will tailor its newsletter content to fit the interests of its readership.
Consider the regular e-mail newsletter published by Clovis, featured in Figure 14-1. The
company, a staffing and recruiting firm, sends out a monthly newsletter to candidates on
its mailing list. The material is relatively simple; the left contains current job opportunities,
the middle is used to address the readership, and the right contains special announcements,
such as a referral program and relevant articles hosted on other sites.
Strong subject lines
An effective subject line for the e-mail newsletter can dramatically increase the open rate
among recipients, just as a poorly phrased one can ensure the message receives the
prompt attention of the Delete key. Because the software used to deliver e-mail can track
many metrics about the messages, this area has been combed over many times by marketers,
statisticians, and developers.
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