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BEST PRACTICE: Ten must-haves in every email newsletter you send

  Denise CoxWhile the general content of your newsletters will change, there are elements that should appear in every issue. These key elements will help your newsletter get read, get viral - and build your database. They'll also help you fulfill legal requirements, follow best practice and build trust with your readers. 

To stand out in the inbox, you need to be immediately recognised. The "from" field - both the sender line and the email address - should fulfil this task. What are your choices? It could be the company, the brand or an individual from the company. What you select should correctly reflect the relationship you have with each recipient.