Relevant content with clear solutions for clients is crucial in creating a well-read and successful e-newsletter, according to a recent study conducted by Toronto-based marketing agency Ariad Custom Communications.

Ariad analyzed 20,000 clicks on e-newsletters in the fourth quarter of 2008 through the first quarter of 2010 to discover what attracted readers. The results suggest five ways to get the most from e-newsletters.

> Make Sure The Content Is Relevant To The Audience. Know your audience. Avoid writing articles on niche markets if you have a general client base, says Manny Da Silva, vice president of Ariad.

> Identify A Problem Or Issue And Offer Insight Into Resolving it. Write about your readers’ concerns. It could be confusion, worry or fear — as in the case of the recent downturn, Da Silva says.

Ask clients if they are concerned about the amount of money they make, he suggests, instead of jumping into a discussion on inflation.

> Identify An Opportunity Or Benefit. Offer readers a benefit or solution. Stories that offer tips on lowering mortgage payments or buying a summer home outdo product-centric pieces that are unclear about advantages, the study found.

> Know What People Want To Hear, And When They Want To Hear It. Make article topics timely. An article in the survey discussed the economic recovery at a time when the downturn seemed to be ending. This article gained a fifth of the newsletter’s hits because it matched readers’ feelings and was different from other doomsday pieces.

> Make Things As Real As Possible. An anecdote about a real situation or person can make an article interesting.

IE