If you use pictures in your newsletter, don't neglect their captions.
Captions are one of the most-read elements on the page, and you don't need to restrict them to just identifying people and places.
Because captions are so frequently read by people browsing your newsletter, they can also help entice readers to tackle the article itself.
So consider them as important as the headline or the first paragraph of your article.
Instead of "John Smith is shown with co-worker Alice Brown," write "John Smith, pictured with co-worker Alice Brown, says putting customers first has led to a 15% increase in sales."
Or instead of "Niagara Falls, Ontario," put "10,000 people are expected to visit the casinos at Niagara Falls, Ontario, this month."
Make your captions really work for you.