Good email marketing follows a simple structure that has been proven to work in almost any niche market that you could think of.
Firstly there is the headline.
This needs to be something that will make the person interested in opening the email.
The words are what matter here and they really need to be targeted correctly to the niche you are in.
It is difficult for a person in the fitness niche to know what people interested in gardening will need to see to open their email messages.
If you are unsure about what your list wants to read then subscribe to other email lists and see whether they are creating the necessary headlines that make you want to open their mail.
Secondly it is usually good to have a few comments that make your readers feel relaxed, as though a friend has sent them a message, and ready to read what you have to say.
Thirdly you should be giving them some good information that will make their time reading what you have to say worthwhile.
Tips, advice, recommendations etc are all good information.
Sometimes the information will contain opportunities where you can make money and other times it will be just good advice and not selling involved.
Fourth - You should get them to take some sort of action.
Now this doesn't mean you will ask them to buy something or even do something.
You can get people to take action just because the information you gave them added value.
An example of this would be a gardening newsletter where you would remind them that at that particular time of the year it is good to sow seeds.
You see that in this instance you aren't asking them to buy anything and you aren't asking them to do anything but you are giving them information that has added value because as gardeners they will be pleased that you have reminded them to do something that they enjoy doing.
You are getting them to take action.