As we mentioned earlier, publishing an e-mail newsletter involves a commitment to the project. Distributing a great first edition and then not following up with regular publications will just about totally defeat your purpose. And, speaking of purpose, define it at the outset. To be successful, a newsletter needs to meet its audience’s expectations.
For example, if you commit to keeping your existing customer base updated on the latest products and services with a newsletter, your rating on their confidence meter will plummet if they see a TV commercial about the product before they get your newsletter.
Before you distribute your first newsletter, be sure that the answers to the above questions are feasible in your organization. If you intend to write the newsletter yourself, be sure that you really, really have the time or will make the time. In fact, put together a written plan, distribute it to anybody who will be involved, and get their commitment to the project.
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