Your newsletter is an extension of your organization, your services and your product.  The message being sent must be carefully created so that it reflects the aforementioned.  In order to accomplish that goal, a number of recommended practices must be followed.

1. Attention getting approach
   1. Must grab attention of reader
   2. Illustrate elements of companies mission statement
   3. Direct reader to the relevant text which is the reason for the newsletter
   4. Set the tone
      1. Sell the benefit of the product you are trying to sell
      2. Give the newsletter some personality
      3. Memorable identity
         1. Establish a name for the newsletter that is unmistakable
         2. Reader clues and directional devices
            1. Effective directional devices help your reader through the storyline
            2. Effective devices like headlines, subheads, call-outs let the browser get the message
            3. Effective organization
               1. Use white space to separate and isolate important information it the letter
               2. Readability, type that works
                  1. Narrow columns are easier to read
                  2. Generous spacing helps the eye concentrate
                  3. Typography should be kept simple
                  4. Double space