Determining whether an e-mail newsletter is a good idea for your business and then figuring out the best way to distribute it are both critical path items when you’re thinking about publishing a newsletter. But neither task is as important as the editorial process and the content of your newsletter. As we were exploring Web directories of business newsletters, we came across the following blurb:
“Tightly written and edited. A 3-minute read each week.” In our opinion, this tag line describes the perfect business newsletter—no words are wasted in the writing; the newsletter has been edited for spelling, grammar, punctuation, word choice, organization, and format; and you can glean its valuable information in about the same amount of time it takes to read the column on the business page of your daily newspaper.
In our collective experience as writers, editors, managers, and publishers, the best advice we can give you is to establish an editorial process that complies with publishing standards and stick to it.
TIP: A good e-mail newsletter should probably be a maximum of 1,000 words.
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