One of the most important pieces of information to keep in mind is the end user’s method of viewing your newsletter.  

Mobile email now accounts for more than half of the email opens at 51% (Source: https://litmus.com/blog/mobile-opens-hit-51-percent-android-claims-number-3-spot).  Keep
this in mind when determining the layout, graphics and overall design when starting your newsletter.

The average reader spends only 51 seconds reading an email newsletter (Source:http://www.nngroup.com/articles/email-newsletters-inbox-congestion/),
which basically means they are skimming the email to see if something piques their interest.  Translation:  keep
your content brief (maybe 1 to 2 sentences) and provide links to the full piece on your website.

Understanding the frame of mind your audience is in when receiving the newsletter will help you determine the best topics to highlights and how much information
to present to them.

Click to learn more about: Email Marketing