A smart article from Business Weekly’s Technology desk highlights the fact that “unsexy newsletters” are currently appearing as front runners in the fight for online advertising dollars. The article highlights some of my favorite daily eRags, Daily Candy and Thrillist, as being particularly profitable. These popular eNewsletters deliver short, fun content, typically focused on local events/businesses, right to my email inbox each morning. (I’d also like to give a shout out here to Ideal Bite and Flavorpill.)

We can learn a lot from these successful eNewsletters when looking to craft our companies’ eNewsletters. DailyCandy founder “Dany Levy” reminds her editors that “It’s a privilege to be in someone’s e-mail box.’” and I think that is a great way to think about it. As we prepare to launch ePiphany, Astek’s monthly Newsletter, some questions I’ve been asking myself are:

• Who is my audience?
• What kind of questions have I actually been asked that I could answer using this email? What kind of issues have my clients stated they are dealing with that I could help address?
• What kind of information/services would help my readers increase the efficiency of their work, alert them to something they have never heard of before?
• What would my audience consider fun and/or entertaining?
• How do we want to position Astek as a consulting company and how can I craft my content to reflect our brand?
• How can I promote Astek products and services in a tasteful and approachable way?
• How can we set ePiphany apart from the other emails they receive while remaining professional?

Hopefully when you receive your first issue of ePiphany, the answer to these questions will be self evident.

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Katie Hawkey Categories: Entrepreneurship, General, Marketing, Social Media, Technology, Web