I always start with a chatty comment, eg A year in biz, where has it gone? Read about my new treatments and special offers. comments always appreciated.
I then put text boxes on page with various special offers, dates that I am unavailable, new treatments, opening hours, little comments like 'did you know...?'
then contact details, a money off voucher at bottom to cut off.
last newsletter I invited them to supply their mobile phone numbers if they wanted a text reminder of their appointment plus if I had any spare appointments that I would offer at a reduction. I put this at the bottom with dotted line around it and a scissor for them to cut out.
I sent out 70, I got one back!!!
The money off voucher was for a specific treatment but 3 clients have tried to use it for their normal treatments.