Whether you decide to publish weekly, monthly, or quarterly or on some other schedule, establish the publication date—the day and the time of day that your newsletter is sent out to subscribers—and work backward to determine how much time you need to allot to each stage of the process. After you do the first couple of issues, you’ll be able to reasonably estimate how long the writing takes. In general, build in a day for the editing, and build in a day for the final formatting.
Neither task will take that long, but you need to allow for the unexpected. If you are using Outlook Express or a similar program to distribute your newsletter, allow some time in your personal schedule for the manual adding and deleting of subscribers, or assign that task to someone who can handle this task for you.
If you’re creating a newsletter that will be distributed internally to only a finite number of employees, this will not be a Herculean task. But if your list grows, managing subscribers manually can become a time sink that you want to be prepared for.
Summary
We’ve looked at a rather simple way to stay in touch with departmental employees, customers, potential customers, and professional colleagues—an e-mail newsletter. You can use it to enhance the effectiveness of your Web site, and you can use your Web site to publicize your newsletter.
Information you need to get started and includes some nontechnical guidelines that you can use to publish a newsletter that not only contains valuable information for your subscribers but also sends a professional, attractive message about you and your business.
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