eNewsletters present a simple, cost-effective means by which to get a positive message across to a large number of people – be it customers, prospects or the public.  Tailor the eNews to the audience you are writing for to ensure its relevance, and keep the content short and sharp.  Try to concentrate on one or two key stories – very few people have the time (or inclination) to read through pages of news articles.  Use infographics and illustrations to break up large volumes of text, and keep in mind at all times what the reader will be interested to read.  If, for example, you are a recycling company with a bad reputation among local residents for emissions, use your eNews to highlight all the measures you take to minimise these emissions, and how you give something back to your local community through your CSR activities.