Though e-mail newsletters consume nowhere near the time and expense required of their print predecessors, one task remains similarly daunting: sourcing and creating quality, compelling content.

When clients ask us: "How often should we broadcast?" we answer: "As often as you have enough quality content to merit publication." Nothing defeats the purpose of a newsletter faster than adhering to an aggressive publication schedule only to find your subscribers fleeing in droves due to poor content.

The most successful e-mail newsletters focus NOT on company news, upcoming trade shows, and "special deals", but instead, include topics designed to appeal to both customers and prospects. This typically takes the form of information on issues, trends or problems that your product or service addresses. In this way, you create a community that not only reinforces loyalty with your existing customers but also establishes a measure of expertise and "thought leadership" with those prospects who have yet to buy.

Too often, alas, the challenge of finding the right balance of promotional and informative material can seem overwhelming. Next time you're "stumped" for content, consult the following list of ideas gleaned from publications we create and manage for our clients. (Remember, the ideal newsletter contains a maximum of 5-6 separate topics.)