Sounds like a weird statement, doesn’t it? But let’s think about this. On your website, smartly on every page, you have a place for visitors to sign up for your e-newsletter. Excellent! You have taken the first step in creating an opt-in email database, the type of leads that you want. In theory, by having these prospects and current customers opt-in, you have created a clean list to email. These people know you will be emailing them. They visited your website. They liked what they saw. They have requested you to come into their inboxes and give them valuable information. But here’s where many businesses stumble. You grabbed their attention but don’t know how to hold onto it in your e-newsletter or other email marketing tactics. Make sure your subscribers get the information they need and want – every time. Each time you send out an email campaign, look at the analytics. Measure each email blast, figure out who’s opening what and when. Do they look at your “specials” section? Do they click through to your technology tip? These are the ways to find out if you’re delivering what they want – or if you’re falling flat. Your emails don’t have to consist of great prose but they do need to have great content. That’s what makes the difference between a customer clicking “through” or “Unsubscribe”.