The best newsletters establish stable relationships and a level of trust with their audience. Less successful audiences tend to constantly boost about products and services to the point the clientele is overwhelmed. Good newsletters are more concerned with forming a bond with their audience. These newsletters appeal to the clients needs.
At all times, good newsletters have the client in mind. With each topic, they seek to answer how the client can benefit from what they are endorsing. These newsletters ask their clients opinion and encourage feedback. These newsletters read less like a promotion and more like an exchange of words between friends.
Most importantly, a good newsletter is consistent and concise. It is informative and effective. The fact that a relationship has been established between the customer and company only further adds to the newsletters credibility, putting it above and behind the other newsletter competition out there.