That was the only question the marketing folks at the Monterey Bay Aquarium asked as they totally revamped their monthly newsletter.

Rather than create a “template” or rigid structure full of boxes to fill each month, the aquarium team meets monthly to uncover one big thing worth sharing with the larger community. It might be a photo. It might be a story. It might be a contest. Whatever it is, though, it is the product of senior level strategic thinking, driven by an appreciation that the people on the other end of that email are valuable and worthy of the best the aquarium can muster.

How inspiring is your newsletter?