There's a morsel of email wisdom mixed into my failed attempts to get my kids to eat Thanksgiving Turkey.

And this is it: email subscribers are a lot like finicky eaters. They will only consume what they want and you can't force-feed them your own agenda.

So how do you get them to eat up your content like it's a triple fudge sundae? Here's a few tricks I learned in the kitchen that will help you in the inbox:

Find Out What They Like To Eat

Your readers may not have an appetite for a lot of promotional information about your company. But they are very interested in getting a few helpful tips that only an expert can provide. And you can be that expert.

One of the great benefits about sending a monthly e-newsletter is that it gives you an opportunity to showcase your expertise. So instead of writing about what your company can do, give them a taste by dishing out a little free advise.

Once you do that, they will want to find out more about you and your company.

Feed Them When They're Hungry

Pay close attention to your customer's sales cycle. Because this will determine when they are most interested in certain topics. By offering them information that is timely, you are more likely to get them to read your content.

You can also borrow interest from what's happening in the news by giving your industry's viewpoint on the subject. 

Sneak in the Vegetables

Now I'm not suggesting that you become as tricky as a mother with a four year old. But you can find creative ways of sharing company information. For example, you can include a video testimonial or how to. If the information is already on your site, just include a short description with a link for more info.

Bribe Them With Dessert

I've used dessert to get my kids to eat what's on their plate and you can do the same. Let your readers know that you have a goodie in store for them, but save it for last. One of my colleagues does this beautifully.

She will mention a special resource she's including in her newsletter, but they have to scroll through her event schedule and offerings before they can get to it. Along the way, they'll pick up some information they might have missed otherwise.  

Add Your Own Special Flavor

Your newsletter should be something that no one else can serve up. To do this, use your own voice and branding.

Your company has its own style, lingo and history. Incorporate that into your emails. People want to work with people, not a faceless entity. So let your company's personality shine through. And now onto branding.

Dress It Up