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There are a number of rules to follow when it comes to designing an e-mail newsletter and many creators of electronic newsletters could care less about providing their subscribers with real information. Some newsletters are all about using a product, buying this or that or joining "us" in being part of this event or that event. If you want to build subscriber trust, if you want to build a solid customer base, stop selling.

When your e-mail newsletter appears in a subscriber's mailbox it should be anticipated and filled with useful information, recommendations, resources, real life experiences and a move to action.

Writing and publishing a newsletter by yourself or with a core group of committed comrades should not provide a stage for ranting and ragging about your competitors, or how unfair it is that your PPC campaign has lost its velocity.

The purpose for writing an e-mail newsletter is to build a relationship with the subscriber. E-mail newsletters reinforce your brand and increase the likelihood that readers will not only turn to you in a time of need, but return time and time again because you are a reliable source of information and support.

If you currently have an e-mail newsletter, take a look at the content for the following elements. These are all things that turn your e-mail newsletter into a worthless piece of junk filled with "spam." Honestly, subscribers don't want to read your sales pitch every month.

You need to re-think your e-mail newsletter if you:

• Fill the pages with advertisements
• Include only one 300 word paragraph on industry information
• Fill your pages with bulleted phrases and "so called" resource links
• Repurpose old press releases
• Fail to address controversial issues of interest to your subscribers
• Fail to take a stand on legislation critical to your industry
• Allow bad grammar and typos to take up residency all over the newsletter
• Refuse to allow subscribers to unsubscribe

Do you really know what your subscribers want to read? Most e-mail newsletters are unsuccessful because the publisher does not take the time to study and understand the needs of his target market. How do you find out what subscribers want? It's simple, talk to them.

• Attend small business or target industry meet-ups and ask folks, "What's on your mind?"
• Volunteer to be a mediator at the next association meeting addressing a hot issue
• Put a survey up on your website
• Subscribe to the e-mail newsletter of a competitor
• Have a candid conversation with your customers and find out what really keeps them awake at night
• Dare to tackle the tough issues

Do not use your e-mail newsletter to solicit business. The e-mail newsletter is about building relationships and giving the subscriber what they want exactly the way they want it. The e-mail newsletter is like really good Cajun food, comfortable, reliable, providing you with a familiar sensation, that every once and a while packs a serious punch.

Get buy-in from your subscribers. Do not send out an unsolicited e-mail newsletter to your customers. Set up a letter of anticipation about two or three months before the publication of your first e-mail newsletter. It should be simple and read something like "Coming Soon: Equestrian News for the Committed Horseman. Encourage customers and potential subscribers to email you with ideas about the kind of information they would like to read in the newsletter.

No one wants to dredge through ads, useless bullet points of information printed two years ago or a dried up sales pitch. If you really want a great e-mail newsletter, get your subscribers involved in the process. Feature the real life story of a subscriber, talk about how they persevered or dodged bankruptcy court. If there is one thing everyone loves, it's other people's stories and believe it or not, everybody's got a story.