This allows you to differentiate newsletter-generated traffic from general traffic. The tone of your newsletter should be tailored to the audience. In general, the tone can be more informal than in traditional marketing media. Above all, keep your copy succinct and focused. Format Format can have an impact on download time and your ability to track audience response.
Marketers sometimes choose to include the full text of a newsletter in e-mail messages.
Instead, we recommend every newsletter include a brief welcome paragraph followed by a list of hot-linked headlines, similar to a table of contents. A description under each headline allows the reader to scan the newsletter and click through to the most promising content. This method allows you to track which content gets the best response. It also helps shorten download time. Similar considerations lead us to recommend plain text rather than HTML format.