Remember that you don't have to write a novel. There's no rule that says newsletters must include multiple departments with a diverse mix of content. "It can be short and focus on one main story," Davila notes. His example: A great short-and-sweet missive from Facebook Ads that effectively sells the reader on banner ads.

Give readers an incentive for reading your news. Your newsletter's content should always benefit the reader in a tangible way, but you can heighten its desirability by including a special gift. "Make good use of the law of reciprocity, and provide something really useful and free to your email recipients." Example: Shutterfly Wink's e-newsletter includes a credit that lets subscribers send a free photostrip anywhere in the world.

Highlight customer success stories. Show how "real people make actual use of your product or service."   Example: Evernote used its e-newsletter to showcase customer-made videos from its "How I Use Evernote" project - simple.

Showcase your community spirit. As customers continue to feel the pinch of the recession, they especially like doing business with companies that support local charities, organizations and initiatives. Highlight how you support the community and invite your customers to join you. Adding a local touch can help make your newsletter more interesting and relevant.

The Po!nt: You, too, can reach out and touch someone. The more you gear your e-newsletter's content to information that benefits and interests your readers, the more it becomes a must-read.