The first step is to make your site and newsletter content complementary--literally aggregating and referencing new blog posts in the weekly email, so that you can attract new readers or help
non-readers stay updated. Also, include hyperlinks to older articles in both the Web site and newsletter content, where applicable.
Nicholas says to keep it simple when it comes to newsletter headlines, and try to repeat the name of the company in the subject line. Sometimes just seeing a trusted company's name is enough to get users whose inboxes are packed with spam to open an email.