Here are 15 ways to help you create a more successful newsletter for your small business:

1) Minimize exclamation marks. It’s nice to show expression, but don’t get carried away. Keep it professional.

2) Have consistent branding. It’d be a shame to take the time to develop a critical tool in the marketing mix without taking advantage of seeing the bigger picture. Your brand is everything so it should be on everything.

3) Focus on where you place links. Obviously this applies to email newsletters. Take advantage of the Web and link to other stories and even back to your blog or Web site.

4) It’s all about incentives. We’re not saying you should bribe people to read your newsletter, but a little incentive never hurt. got any free giveaways or coupons off the next purchase?

5) Put your subscribers to work. Having a hard time coming up with content? Invite your customers to provide favorite stories, product reviews or even share photos of your products in action (or in different parts of the world).

6) Make it easy for readers to adjust email address. Don’t make them jump through hoops if they want to change or adjust their email address. There’s nothing more frustrating.

7) Tie-in landing pages and other email campaigns. Again, for e-newsletters we’re talking about here. Don’t forget the larger branding picture. Be consistent and repetitive so that people get your messages often and everywhere.

Opt-in is the key. “The only thing we have to fear is….email spam.” Didn’t someone once say that? Ok maybe not. But still, don’t send unauthorized emails.

9) Focus on good content. Develop content that is truly interesting to people. Case studies, success stories, news on the company, sneak peaks at upcoming products; these are all great topics for a successful newsletter.

10) Promote sign-ups on every page. Your email newsletters will often get forwarded around to people who aren’t currently on your email list. So make it easy for these “strangers” to sign on the dotted line!

11) What’s your frequency? How often you send a newsletter depends on what your company is all about. Consumer-oriented companies should send newsletter monthly. More scientific and B2B companies should do quarterly newsletters that offer longer, more in-depth industry stories.

12) Layout should match content tone. The design of your newsletter should be fun with bright colors if you’re a kids-focused company. Medical companies should us more conservative designs with muted colors.

13) Which day of the week to send? If your newsletter is read by people at work, send it out in the middle of the week. If it is for consumers at home, send it on the weekends.

14) Don’t forget photos and video. We’re not saying to load up your newsletter with flash, but don’t be afraid to tell the visual side of your stories, either.

15) Have a message from the president. Your company has a leader. People want to know your company has leadership. Let this come out in each of your newsletters by having a clear and friendly message from the president.

What other newsletter tips can you share here?