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The average reader spends just 51 seconds on your email newsletter, some experts say. And most readers fail to read past the first three items on your list, says marketing agency blog, Public Relations Sydney.

Given the bombardment of email these days, just getting readers to open a newsletter is tough. Still, most agree that email remains a cost-effective marketing tool that will keep playing a key role in the digital marketing mix.

Two business experts explain how to produce an email marketing letter that exploits the medium's direct marketing clout.

Ten secrets of effective email newsletters..