“Having your newsletter following a defined and clear format not only makes it easier for you to write it. It also makes the value in it much more apparent for people on the verge of signing up for your newsletter.

By showing how you deliver the value makes it easier to see what’s in it for them. Promising “industry news,” “curated links,” or “business tips” is very vague and doesn’t give them a clear image of how they will gain from signing up to your newsletter.

By using a specific format – how you structure the content in the emails – you show them the exact value they’ll get.”