Powerful images and well crafted text are only part of the mix. Controlling file sizes, server scripts, and incorporating measurement tools should also be included in planning your e-newsletter. Here's some tips on how to create an effective e-newsletter to hold your readers interest.

1. Stage elements for emphasis. By using white space around text and graphics, you’ll help make it stand out and draw attention to your message.
   
   
2. Less is more. Use shorter headlines and sentences to deliver copy that’s concise, easy to read and remember.
   
   
3. Use numbered lists and bullets. This allows readers to quickly scan an article.
   
   
4. Create an easy to use navigation system to link your content.
   
5. Brand your E-newsletter. Use templates and style sheets for a consistent look.
   
6. Include a table of contents to increase readability.
   
7. Use grade school level text to communicate your thoughts and ideas clearly.
   
8. Whenever possible, use graphics to help convey complex ideas.
   
9. Define a color palette for your publication and use it consistently.
   
10. Test your work in different browsers and platforms.
    
11. Proofread all content, links, images prior to distribution.
    
12. Measure your results using the click through rate. This is calculated on the number of clicks on a link divided by the total number of emails sent.
    
13. Create an alternate text version of your newsletter. Firewall security systems can limit documents embedded with server scripts and external links to data.
    
14. Get recipients to add you to their email address list. This way your email will go directly into their Inbox.
    
15. Use a double opt-in registration process. Web sites use double opt-in to protect themselves in cases where a registrant may give false information and use an email address belonging to another individual. A double opt-in process requires registration in two forms – on your Web site and on a confirmation email.
    
16. Include an unsubscribe link. Allow readers to unsubscribe by using this link or by sending you an email with the subject line “Unsubscribe.”
    
17. Call to action. Don’t forget to include reader response actions – read, order, or buy now – to make your mailing effective.