In a recent article for the Barossa Grape and Wine Association I talked about using reports and testing to work out what editorial tone would be most effective in capturing the attention of a email newsletter’s readers. (See "What’s the right tone when communicating with your winery’s email database?")

In a new post I focus on the readers themselves – the people on the mailing list - and ask: "What’s an email mailing-list subscriber actually worth to the business?"