Email newsletters can be challenging. While they often are a staple of a brand’s ongoing email communications, response tends to fall off over time. Over the years, I’ve been asked numerous times to offer suggestions on how to keep email newsletters fresh and exciting and that’s why it is the focus of my second eM+C column.

In short, the best email newsletters relinquish control, provide timely, relevant content around a user’s express interests and/or behaviors, offer multi-channel distribution options and include mechanism that invite the recipient to participate. One brand whose newsletter efforts have always impressed me is the Washington Post. While the Washington Post was a former client, their newsletter program is one of the few that does a lot right, but can go further and do some things better.

To get the complete scoop, read my column and let me know your thoughts.