Do you use newsletters--electronic or otherwise--to reach out to prospects and customers? Are you getting a good response from them? If feedback from readers has been a little lackluster these days, you might want to skim through these tips. They come courtesy of email marketing company Infusionsoft, whose own email newsletter, Infusion Insight, offers marketing tips to SMBs.

1. Know Your Readers

Although your newsletter should promote your business, its primary function is not to sell; it's to build relationships with prospects and customers. Making a connection is key. (The outrageous popularity of Facebook and its brethren make this yearning to connect abundantly clear, no?) Discuss topics that are relevant and interesting to your readers. If they know they're getting useful information, they'll continue to subscribe.

2. Make It Unique

If you want people to actually read your newsletter, you need to make it stand out from the pack. This doesn't mean you have to add fancy bells and whistles. It's all about creating a personal touch. A few ideas: Include a snapshot from your office; incorporate a video message from your staff; put in a link to an entertaining website. Don't be afraid to show your company's personality.

3. Take Time For Design

A key determinant of your newsletter's success will be its visual appeal. "The right design can captivate your audience before they read a single word," reads the latest edition of Infusionsoft's newsletter. "Create a design that's clean and simple." Just make sure that the look and feel reinforces your brand as well.

4. Solicit Feedback

Request comments from readers about your articles and stories. This is a win-win scenario. Your readers know that they're valued and appreciated, and you get feedback on how to make your newsletter even better.

5. Include Contact Information

While it's true that the goal of your newsletter isn't to sell, an occasional sale here and there couldn't hurt matters, right? Make sure readers have a way to get in touch with you if they get an urge to buy.