How To Create Email Newsletters That Build Relationships

How To Create Email Newsletters That Build Relationships

Today, people’s email inboxes are inundated with a deluge of communications. Standing out with newsletters and building relationships becomes a formidable challenge for brands.

The secret to breaking through the noise lies not just in catching the eye, but in capturing the heart.

Creating email newsletters that forge meaningful connections requires a nuanced blend of art and strategy. To truly resonate with your audience, it’s imperative to balance the tried-and-true methods with innovative approaches.

This equilibrium ensures your messages are both comforting in their familiarity and exciting in their novelty, crafting an experience that engages, enlightens, and endears subscribers to your brand.

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What are email newsletters? How do they help build relationships?

Email newsletters are targeted digital communications sent by businesses, organizations, or individuals to a list of subscribers who have opted in to receive them.

These newsletters can vary widely in content, including company news, product updates, educational material, and personalized recommendations, aiming to keep the audience informed, engaged, and connected with the brand. By providing consistent, valuable content, newsletters help build relationships by establishing trust and a sense of community among subscribers.

This connection is further strengthened as newsletters offer a platform for two-way interaction through feedback and tailored content, making subscribers feel heard and valued. Additionally, by segmenting email lists based on subscriber preferences and behavior, newsletters can deliver highly personalized experiences, enhancing relevance and deepening the subscriber’s relationship with the brand.

Through strategic planning and execution, email newsletters serve as a powerful tool in nurturing long-term relationships, fostering brand loyalty, and ultimately driving growth by transforming subscribers into engaged advocates and customers.

Proven and unusual ideas for creating email newsletters that bond

Crafting email newsletters that truly bond with your audience requires a strategic blend of proven techniques and unconventional ideas, embodying my “Unusual By Strategy” forte. This approach leverages the familiarity and effectiveness of traditional email marketing practices while infusing creativity and innovation to break the monotony and spark interest.

For instance, alongside regular industry updates or product information, integrating interactive content like quizzes or incorporating augmented reality experiences can transform passive reading into an engaging interaction. Personalization goes beyond using the subscriber’s name; it involves tailoring content to individual preferences and past interactions, making each newsletter feel like a one-on-one conversation.

Unusual strategies might include sending emails at unexpected times to stand out in a crowded inbox or using humor and storytelling in a way that’s authentic to your brand voice.

This mix not only captivates your audience’s attention but also fosters a deeper connection, as it demonstrates a willingness to innovate and a commitment to delivering value in a memorable way, aligning perfectly with the mandate to blend conventional wisdom with the road less traveled.

8 smart steps to creating email newsletters that build relationships

Leveraging my 40+ years’ experience as a Brand Content Strategist with a penchant for the unusual, I have given 8 ideas below that incorporate time-tested approaches to create email newsletters that build relationships, with added unusual twists to make these ideas work even harder. These strategies are designed to blend the reliability of proven methods with the distinctiveness of innovative tactics, ensuring your newsletters not only reach your audience but truly resonate with them.

By integrating these unique elements, you’re not just sharing content; you’re creating an experience that engages, delights, and fosters a deeper connection with your subscribers, setting your brand apart in a crowded digital landscape.

How To Create Email Newsletters That Build Relationships (Infographic)

1. Segment your audience for personalization

Understanding your audience’s unique needs and interests is the cornerstone of crafting email newsletters that not only capture attention but also cultivate lasting relationships.

By meticulously segmenting your email list into distinct groups based on factors such as demographic details, past purchasing behavior, and engagement levels, you can tailor your content to speak directly to the varied segments of your audience. For example, a beauty brand might segment its list into skincare enthusiasts, makeup aficionados, and those interested in natural products.

This segmentation allows for the delivery of personalized newsletters featuring product recommendations, tutorials, and exclusive offers that resonate with each group’s specific interests, significantly increasing the likelihood of engagement.

Such personalized communication is a powerful tool in content marketing, as it demonstrates an understanding and appreciation of the subscriber’s individual preferences, fostering a sense of personal connection and trust between the brand and its audience. This tailored approach not only enhances the effectiveness of email marketing campaigns but also reinforces the brand’s commitment to meeting its customers’ needs, thereby strengthening the overall relationship.


  • Analyze behavioral data: Collect and analyze data on how your audience interacts with your website and previous newsletters. Use this information to understand their interests, which sections they spend the most time on, and what content they engage with, allowing you to create segments based on actual behavior rather than assumptions.
  • Utilize demographic information: Gather demographic information through signup forms, ensuring to ask for relevant details such as age, location, and occupation. This data will enable you to segment your audience in a way that aligns with their life stage, geographic relevance, and professional needs, tailoring your newsletters accordingly.
  • Monitor purchase history: Review the purchase history of your subscribers to segment them based on the types of products or services they buy and their spending patterns. This approach allows you to personalize newsletters with products or services that match their proven interests, increasing the likelihood of further conversions.
  • Track email engagement: Keep track of how subscribers interact with your emails, noting metrics such as open rates, click-through rates, and the frequency of engagement. Use this data to segment your audience into categories like highly engaged users, sporadically engaged users, and dormant users, customizing your content to re-engage or further captivate each segment.
  • Conduct surveys for direct feedback: Periodically send out surveys to gather direct feedback from your subscribers about their preferences, interests, and what they would like to see more of in your newsletters. This firsthand information can be invaluable for fine-tuning your segmentation strategy and ensuring your content remains relevant and engaging to each subgroup of your audience.
Unusual Idea


Consider the idea of “Dynamic Content Adaptation.” This unusual enhancement involves not just segmenting your audience for personalization but also dynamically altering newsletter content in real-time based on the subscriber’s immediate past interactions with your website or social media.

For instance, if a subscriber from the beauty brand’s segmented list of skincare enthusiasts recently browsed through a new line of moisturizers but didn’t make a purchase, the next newsletter they receive could automatically highlight these moisturizers with a special offer or exclusive content like a video tutorial on moisturizing techniques. This real-time personalization ensures that the content is highly relevant and engaging, significantly increasing the chances of re-engagement and conversion, thereby deepening the relationship with the brand through a highly individualized content experience.

2. Leverage storytelling with a brand persona

Embracing the power of storytelling through a distinctive brand persona transforms email newsletters from mere updates to compelling narratives that captivate the audience and foster deep connections.

By weaving the essence of your brand into stories that reflect shared values and experiences, you effectively engage your subscribers on an emotional level, making your messages memorable and impactful. Imagine a local coffee shop that creates a character, “Joe the Barista,” who shares weekly tales from behind the counter, including the inspiration behind seasonal blends, customer stories, or even coffee brewing tips.

This approach not only humanizes the brand but also builds a community around shared coffee culture experiences. Through such narratives, subscribers are drawn into a world where they’re not just customers but part of a story that unfolds with each newsletter.

This strategy leverages content marketing principles to not just sell a product but to create an ongoing relationship that enriches the subscriber’s connection to the brand, encouraging loyalty and engagement in a natural, unforced way.


  • Develop a relatable character: Create a brand persona that embodies your brand’s values and voice, making it relatable and memorable to your audience. This character should have a backstory that resonates with your target demographic, providing a familiar face to which subscribers can attach stories and messages.
  • Craft ongoing narratives: Design serialized content that unfolds over several newsletters, encouraging subscribers to look forward to each installment. This could involve the adventures of your brand persona in relation to your products or services, creating a narrative thread that keeps readers engaged over time.
  • Incorporate real-life challenges and solutions: Use your brand persona to share stories that address common challenges faced by your audience, showcasing how your products or services offer solutions. This approach not only demonstrates empathy but also positions your offerings as practical aids in your subscribers’ lives.
  • Embed testimonials within stories: Integrate customer testimonials and success stories into the narrative, as told by your brand persona. This method seamlessly combines storytelling with social proof, enhancing the credibility and appeal of your products or services without overt selling.
  • Connect stories to exclusive offers: Link the narrative content of your newsletters to exclusive offers or promotions that are relevant to the story being told. For instance, if a particular story involves overcoming a challenge with a specific product, offer a discount or bonus for that product, making the call-to-action a natural conclusion to the story.
Unusual Idea


Consider the idea of “Interactive Story Involvement.” This unusual enhancement revolutionizes the concept of leveraging storytelling with a brand persona by inviting subscribers to influence the narrative directly. Instead of simply reading about the brand persona’s adventures, subscribers can vote on what happens next, choose which challenges the persona faces, or even suggest storylines through interactive elements in the newsletter.

For instance, in the case of “Joe the Barista,” subscribers could decide on the next seasonal blend he creates or the theme of his next coffee workshop. This method not only deepens engagement by making readers a part of the story but also provides valuable feedback on their preferences and interests, creating a dynamic and participatory storytelling experience that strengthens the relationship between the brand and its audience.

3. Educate audiences with deep-dive content

Delivering educational content that goes beyond superficial coverage into comprehensive exploration is a powerful strategy to elevate email newsletters from mere communication to indispensable resources. By providing deep-dive content, you position your brand as an authority in your field, fostering trust and credibility among your subscribers.

Imagine a tech company specializing in cybersecurity solutions offering a newsletter series that not only introduces their products but also educates subscribers on the complexities of cyber threats, practical tips for personal and organizational cybersecurity, and in-depth analyses of recent cyber incidents.

This approach not only informs but empowers subscribers, making them feel more equipped and confident in navigating the digital world.

It’s this value-driven content that cultivates a relationship based on knowledge sharing and learning, encouraging ongoing engagement as subscribers begin to rely on your newsletters for insights and expertise, thereby solidifying a bond that’s built on the mutual benefits of education and enlightenment.


  • Identify key topics of interest: Research and identify the most relevant and pressing topics for your audience. Use data from previous interactions, surveys, and industry trends to select subjects that will resonate and provide significant value through education.
  • Collaborate with industry experts: Partner with experts in your field to contribute to your newsletters. This collaboration can take the form of guest articles, interviews, or expert commentary, adding depth and credibility to your content while providing your subscribers with authoritative insights.
  • Use case studies and real-world examples: Enhance your educational content by incorporating detailed case studies and real-world examples. This method helps to illustrate concepts more vividly, making complex information more relatable and easier to understand for your audience.
  • Provide actionable tips and guides: Alongside theoretical knowledge, offer practical, actionable advice. Create step-by-step guides, checklists, and tips that subscribers can apply in their personal or professional lives, making your newsletters a go-to resource for actionable information.
  • Regularly update content based on trends and feedback: Keep your educational content fresh and relevant by regularly updating it to reflect the latest industry trends and subscriber feedback. This commitment to current and responsive content ensures your newsletters continue to be a valuable and trusted resource.
Unusual Idea


Consider the idea of “Gamified Learning Modules.” This unusual enhancement to educating audiences involves integrating interactive, game-like elements into newsletters to teach complex concepts in an engaging and memorable way. Instead of merely reading about cybersecurity, subscribers could engage with simple, interactive quizzes or simulations that challenge them to apply what they’ve learned about protecting their digital information.

For example, a newsletter from the cybersecurity tech company could include a mini-game where subscribers identify phishing attempts among various emails. This not only makes the learning process fun and engaging but also helps to reinforce the educational content by putting theory into practice. By offering a unique, interactive learning experience, subscribers are more likely to absorb and retain the information, thereby deepening their understanding and relationship with the brand.

4. Incorporate user-generated content (UGC)

Incorporating user-generated content (UGC) into email newsletters is a dynamic strategy for fostering a sense of community and authenticity around your brand. This approach not only showcases real-life applications of your products or services but also amplifies customer voices, making your subscribers feel seen and heard.

For example, a fitness apparel brand could encourage its subscribers to share photos of themselves wearing the brand’s gear during workouts or adventures. Selected photos, along with the customer’s story or testimonial, could be featured in monthly newsletters.

This not only provides authentic proof of the product in action but also encourages a deeper engagement from the audience, as they see real people achieving real results. The inclusion of UGC transforms the newsletter from a one-way communication channel into a shared platform, celebrating the collective experiences of its community.

This shared space not only enhances the relationship between the brand and its subscribers but also leverages content marketing principles by using authentic, customer-driven content to drive engagement and loyalty.


  • Create a UGC submission platform: Establish a dedicated platform or section on your website where subscribers can easily submit their content, such as photos, videos, or stories. This could include a simple form or upload feature that allows users to share their experiences with your product or service.
  • Set clear guidelines for submissions: Provide clear, concise guidelines for what type of content you’re looking for, including any specifications for photos or videos, and the themes or stories you’re interested in. This helps ensure that the user-generated content aligns with your brand’s values and newsletter goals.
  • Encourage participation with incentives: Motivate your audience to submit their content by offering incentives, such as featuring their content in your newsletter, exclusive discounts, or entry into a contest. This not only increases the volume of submissions but also fosters a stronger sense of community and engagement.
  • Feature a variety of UGC: Ensure that the user-generated content featured in your newsletters showcases a diverse range of customers and experiences. This variety reflects the inclusivity of your brand and ensures that different segments of your audience feel represented.
  • Provide credit and thanks to contributors: Always give proper credit to the creators of the user-generated content you feature in your newsletters. A simple acknowledgment or thank you can go a long way in showing appreciation and encouraging further participation from your subscriber base.
Unusual Idea


Consider the idea of “UGC Storytelling Mashups.” This unusual enhancement elevates the concept of incorporating user-generated content by blending multiple pieces of UGC to create a new, cohesive narrative within your newsletters. Instead of featuring individual stories or images, you compile and interweave them to tell a larger story that highlights the collective experiences and values of your community.

For instance, if a fitness apparel brand receives numerous submissions showcasing different fitness journeys, it could merge these into a motivational montage or a visual story that traverses from beginner workouts to advanced athletic achievements, all wearing the brand’s apparel. This method not only showcases the product in various real-life scenarios but also builds a powerful narrative of progression and community, making each newsletter a shared journey that resonates deeply with subscribers, fostering a stronger, more connected brand relationship.

5. Offer exclusive insights or early bird access

Offering exclusive insights or early bird access through email newsletters is a proven tactic to not only retain interest but also to reward your audience’s loyalty, enhancing the perception of value they get from being part of your subscriber list.

This strategy involves sharing privileged information, sneak peeks of upcoming products, or early access to sales and events exclusively with newsletter subscribers before the general public.

For example, a boutique home decor brand could offer its subscribers a first look at a new designer collaboration, complete with an option to pre-order before the collection officially launches. This not only makes subscribers feel valued and part of an exclusive group but also drives engagement and anticipation for what’s coming next.

Such practices leverage the principles of content marketing by deepening the relationship with subscribers through unique, value-added experiences, encouraging them to stay connected and engaged with the brand over time, thereby fostering a sense of exclusivity and community.


  • Plan exclusive pre-launch access: Arrange for newsletter subscribers to receive pre-launch access to new products or services. This can include early shopping opportunities or the ability to preview content before it’s made available to the general public, creating a sense of exclusivity and privilege among your audience.
  • Offer special discounts and promotions: Provide subscribers with exclusive discounts and promotions that are not available to non-subscribers. This could be a percentage off their next purchase, access to a sale before it officially starts, or special bundle deals created just for your email community.
  • Share insider knowledge: Regularly include insider information in your newsletters, such as behind-the-scenes looks at product development, interviews with creators or team members, and insights into your industry that aren’t widely shared with the general public.
  • Invite to exclusive events: Use your newsletters to offer invitations to exclusive events, whether they’re in-person gatherings, online webinars, or live-streamed product launches. These invitations should be reserved for your newsletter subscribers, further reinforcing their special status.
  • Provide early access to content: Give subscribers first dibs on new content such as blog posts, videos, tutorials, or whitepapers. This not only rewards them for their loyalty but also encourages frequent engagement with your newsletter as a source of valuable, first-look content.
Unusual Idea


Consider the idea of “Personalized Unlockables.” This unusual enhancement takes the concept of offering exclusive insights or early bird access to the next level by creating personalized content or offers that unlock based on the subscriber’s interaction history or milestones with your brand. For instance, a boutique home decor brand could analyze a subscriber’s engagement patterns—such as the types of products they browse or the content they interact with most—and offer them a customized early access pass to a new collection that aligns with their interests.

Additionally, this pass could include an exclusive virtual tour of the collection with the designer, available only to those who’ve shown a keen interest in similar past collections. This strategy not only deepens personalization but also amplifies anticipation and exclusivity, making each subscriber feel uniquely valued and further strengthening their relationship with the brand.

6. Integrate a medley of interactive elements

Integrating a medley of interactive elements into email newsletters is a dynamic way to elevate engagement, turning passive reading into an active experience that fosters a deeper connection between subscribers and your brand.

By incorporating features such as polls, surveys, interactive infographics, and clickable quizzes, you not only gather valuable insights into your audience’s preferences and opinions but also significantly enhance the user experience. For example, a travel agency could include an interactive quiz in their newsletter, allowing subscribers to discover their next dream vacation based on their preferences for activities, scenery, and amenities.

Following the quiz, personalized vacation packages tailored to their quiz results could be offered, making the newsletter not just informative but a personalized travel planning tool.

This approach not only makes the content more engaging and relevant to each subscriber but also demonstrates the brand’s commitment to understanding and meeting the unique needs and desires of its audience, thereby strengthening the overall relationship.


  • Embed quizzes and polls: Incorporate quizzes and polls directly into your newsletters to engage subscribers actively. Design these to be both fun and informative, allowing subscribers to test their knowledge on relevant topics or voice their opinions on future content and products.
  • Utilize interactive infographics: Integrate interactive infographics that subscribers can click on to reveal more information, statistics, or data. Choose topics relevant to your brand and audience, ensuring these visuals enrich the newsletter content while providing an engaging user experience.
  • Offer clickable maps for events: When promoting events, include clickable maps that show event locations, details, and even personalized directions based on the subscriber’s address. This not only adds an interactive element but also makes it easier for subscribers to engage with your brand offline.
  • Create interactive videos: Embed videos in your newsletters that include interactive elements, such as clickable areas that lead to more information or related products. These videos can enhance storytelling and provide a richer, more engaging content experience.
  • Develop a ‘choose your own adventure’ content series: Design newsletters that allow subscribers to choose different paths or outcomes, leading to personalized content experiences. This could be related to product choices, content topics, or narrative endings, giving subscribers control over what they want to engage with further.
Unusual Idea


Consider the idea of “Augmented Reality Experiences.” This unusual enhancement takes the integration of interactive elements within email newsletters to an innovative level by embedding augmented reality (AR) features that can be accessed through subscribers’ mobile devices. For instance, the travel agency could transform their interactive quiz results into a virtual AR journey, allowing subscribers to explore their recommended vacation destinations in 3D.

By scanning a QR code within the newsletter, subscribers’ smartphones could display immersive scenes of beaches, cities, or mountains, offering a tactile glimpse into potential future travels. This cutting-edge approach not only significantly boosts engagement by providing a novel, hands-on experience but also strengthens emotional connections to the content, making the idea of booking a trip more enticing and memorable.

7. Solicit audience feedback and act upon it

Soliciting audience feedback and acting upon it is a crucial strategy for creating email newsletters that not only resonate with subscribers but also foster a dynamic, two-way relationship.

This approach involves regularly inviting subscribers to share their thoughts on the content, layout, frequency, and overall experience of the newsletter through surveys, direct replies, or feedback forms. For example, a gourmet food delivery service could ask subscribers for feedback on their newsletter’s recipe section.

Discovering that subscribers prefer quick, easy-to-prepare dishes over complex recipes, the service could then adjust its content to better meet these preferences. By implementing changes based on subscriber feedback, the brand demonstrates a genuine commitment to serving its audience’s needs and preferences.

This responsiveness not only enhances the relevance and value of the newsletter content but also strengthens subscriber engagement and loyalty, as readers see their input directly influencing the brand’s offerings, thereby deepening the relationship and ensuring a more personalized content marketing approach.


  • Implement regular feedback surveys: Embed short, easy-to-complete surveys within your newsletters asking for feedback on various aspects such as content relevance, format, and frequency. Ensure these surveys are straightforward and respect the subscriber’s time.
  • Enable direct reply options: Encourage subscribers to reply directly to your newsletters with their feedback, questions, or suggestions. Make it clear that each response is valued and will be considered, fostering a direct line of communication between you and your audience.
  • Analyze feedback for actionable insights: Collect and analyze the feedback received from surveys and direct replies. Identify common themes or suggestions and use these insights to inform changes or enhancements to your newsletter strategy.
  • Communicate changes and improvements: Once you’ve made adjustments based on subscriber feedback, communicate these changes back to your audience in subsequent newsletters. This transparency shows that you value their input and are committed to improving their experience.
  • Follow up with respondents: For those who have provided feedback, consider sending a personalized follow-up to acknowledge their contribution. This could be a simple thank you message or a note explaining how their feedback has been implemented, reinforcing the value of their input.
Unusual Idea


Consider the idea of “Feedback-Driven Storytelling.” This unusual enhancement revolutionizes the way feedback is solicited and acted upon by integrating subscriber suggestions into a serialized content piece within the newsletter. For instance, a gourmet food delivery service could introduce a monthly “You Decide” recipe feature, where subscribers vote on ingredients, cuisine types, or cooking methods for the next edition’s featured recipe.

The winning choices are then used to craft a unique recipe, which is developed and shared in the following newsletter. This approach not only actively involves subscribers in content creation but also demonstrates a commitment to adapting the service based on their preferences. It transforms feedback into an interactive, engaging experience that strengthens the community around the newsletter, enhancing the relationship between the brand and its audience by making them co-creators of the content they receive.

8. Celebrate subscribers' personal milestones

Celebrating subscribers’ personal milestones within email newsletters is a potent method to personalize communication and foster a genuine connection between your brand and its audience.

This approach involves acknowledging significant events in your subscribers’ lives, such as birthdays, anniversaries of subscribing to your newsletter, or other relevant personal achievements, with customized messages or special offers.

For example, a fitness app company could send out personalized newsletter content congratulating a subscriber on their one-year fitness journey anniversary with the app, including a recap of their progress and a discount code for their next year’s subscription. Such gestures not only make the subscriber feel valued and recognized on a personal level but also reinforce their emotional attachment to the brand.

By weaving these personalized acknowledgments into your content marketing strategy, you create an atmosphere of appreciation and community, encouraging continued engagement and deepening the relationship with each individual subscriber.


  • Automate birthday greetings: Set up an automated system to send personalized birthday emails to subscribers, offering a special discount or gift as a token of appreciation. This gesture personalizes the subscriber experience, making them feel valued on their special day.
  • Anniversary acknowledgments: Recognize the anniversary of a subscriber’s sign-up date with a personalized email celebrating their loyalty. Include a look back at the year’s highlights or changes they might have missed, and perhaps offer an exclusive loyalty discount or freebie.
  • Celebrate user achievements: For services that track user progress, such as fitness apps or educational platforms, send milestone achievements emails. Congratulate subscribers on reaching significant milestones with personalized messages that encourage continued engagement.
  • Custom holiday wishes: Create custom holiday messages for subscribers, possibly including a small gift in the form of a downloadable resource or exclusive content. Tailor these messages to the time of year and the subscriber’s interests to foster a deeper connection.
  • Special occasion surprises: Identify less common milestones or occasions, such as the subscriber completing a challenge or participating in a community event, and send a surprise congratulatory message. This unexpected recognition can significantly enhance the subscriber’s sense of belonging and appreciation.
Unusual Idea


Consider the idea of “Milestone Mapping.” This unusual enhancement transforms the act of celebrating subscribers’ personal milestones by creating a visual timeline of their journey with your brand. For example, a fitness app company could send a personalized infographic via email, illustrating a subscriber’s progress over the year, highlighting key achievements, workout milestones, and personal bests.

This interactive timeline would not only celebrate their dedication and progress but also visually remind them of how far they’ve come since they started. It’s a unique, engaging way to acknowledge the subscriber’s commitment, making the celebration of milestones a more immersive and memorable experience. By leveraging data visualization for milestone recognition, you deepen the emotional connection with your subscribers, making them feel truly seen and valued by your brand.

In summary

  1. Personalization is paramount: Tailoring content to meet the specific interests, needs, and milestones of your audience significantly enhances engagement and fosters a deeper connection between subscribers and your brand.

  2. Interactive content boosts engagement: Incorporating interactive elements such as quizzes, polls, and augmented reality experiences into email newsletters transforms passive readers into active participants, making the content more engaging and memorable.

  3. Feedback fuels improvement: Actively soliciting and acting upon subscriber feedback demonstrates a commitment to meeting their needs and preferences, continuously improving the newsletter experience and strengthening the relationship over time.

Take your brand's content marketing from run-of-the-mill to remarkable

Shobha Ponnappa

"As a Content/Brand Specialist, and SEO/UX Writer, I can help transform your brand's online presence. I can lift it with innovative ideas to take it to an enviable position. Let's collaborate to create a captivating brand story, engage your audience, boost your online visibility, and increase your ROI. Take the next step towards your brand content success and contact me today."

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