Anatomy of a Newsletter Nicci Troiani This birthday newsletter is a great example of how businesses can send a friendly communication to their prospects and customers but also optimize it for business purposes. 1. Sending a communication to a customer or prospect for their anniversaries or birthdays should be standard in industries like insurance. Staying top of mind in necessary, or else the prospect will go elsewhere. 2. Notice how SIG has done a great job promoting all of their social media networks. Just because this is meant to be a friendly communication, that doesn’t mean you can’t add some business in. It works too– I was curious about what an insurance agency would be using Pinterest for, so I looked and followed their boards. 3. Contact information on the e-mail is vital. A friendly communication is still an e-mail to a business connection and should have your phone number, e-mail and website.