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Every day, your customers’ inboxes are flooded with newsletters, and it might be hard for your customers to differentiate your rental store’s effort from the competition’s. Newsletters definitely work as a go-to marketing tactic, but to create a newsletter that cuts through the clutter, there are some common sense ideas that you need to follow.

Make sure your content adds value.

One of the biggest mistakes a company can make when developing content for newsletters is writing for yourself — not your audience. You want to create a relationship with your customers built on mutual benefits, which means avoiding pushy sales tactics. Instead, focus on developing content that answers questions, provides productivity tips or delivers valuable insight.

Be unique.

After reading thousands of newsletters, it’s easy to see that everyone assumes there is one winning formula… a magical word count, frequency and number of stories. Instead of following the pack, do what works for you. If you have one interesting story to share on a monthly basis, run that schedule. Only want to include bullet points? Try it. There is nothing that says you won’t be successful. One more thing, if something you try doesn’t work, change it.

Don’t over publish but don’t under publish either.

Thinking about the frequency of your rental store’s newsletter is important. When you set yourself up to deliver content too often, you are usually setting yourself up to have average results. Your open rates might start off high, but over time busy people might begin to trash your emails without opening them. Why? You’re sending emails too often and more than likely you don’t have the content or the staff to maintain the quality readers demand. You also don’t want to publish so infrequently that your customers forget they signed up for your rental store’s emails.

Your subject line matters.

Don’t be too cute or too long with your subject line — that’s a formula for your email go into the trash before it’s ever opened.

 Craft engaging headlines and lead sentences.

No one will read your newsletters from start to finish. You have to build headlines that pull your customers in. From there, they will skim the first sentence — make sure it’s a good one.

 Pay attention to the construction of your articles.

You want readers to feel like your content is easy to read. Avoid long paragraphs and sentences. Use a lot of subheads and bullet points.

 Your customers want content, and newsletters are an effective way of delivering it to them. Don’t assume that just because so many organizations are doing them wrong that you can’t make one work for your rental store.