… read a useful article about e-newsletters.

It had some good nuggets, but it also had one big mistake:

“Mix up how information is formatted to keep it fresh and engaging.”

Instead, you want to develop a consistent approach. Consistency in formatting helps people find what they care about – and disregard what they don’t.

If you subscribe to a particular magazine, or newspaper, or even watch the same television show regularly, you’ve already learned the format. If I change it every time, in the interest of keeping things fresh, you need to keep relearning it.

Standardize your publishing layout and stick with it as best you can.