How To Set up A Successful eNewsletter Program

This can be the year that your organization will enjoy the benefits of an enewsletter program. Over the past year we have given you a multitude of tips and hints for making an enewsletter program successful. But, perhaps, some of you are wondering how to get lined up to start such a program.

1) You start by appointing a qualified person to be the manager of the program. This appointee should be one you feel can have sole authority for supervising what happens with the program.

2) Then you make a decision as to whether the pick-and-shovel work of writing and publishing the enewsletters will be done in-house or by outside enewsletters professionals.

2) You now need to identify the invididuals to whom you would like to communicate.

3) Next you have to decide how to obtain email addresses for these people. . You now have a decision point regarding using email addresses you have on hand and/or purchasing lists. If you opted to used outside professionals, they will help with this.

4) Here comes the critical issue. From where will you get the content for the enewsletters? You have some choices here. You can use your internal knowledge sources to develop text that address issues of importance to your operation. Or, you assign your outside professionals to do this for you. They of course would be working under guidelines you establish.

5) At this point you address the issue of budget. After you have made decisions about size of list and who does what, you can start looking at the money factor. If you use an outside professionals they will set up a budget for you.

6) Set up timetables. The main reason for failure of enewsletter programs is lack of discipline in establishing due dates for work progress and enforcing them. Set up due dates for content input, writing of text, graphics/design development, publishing and follow-up reports. Allow time between steps for in-house approvals.

7) Establish a program for tracking the action of readers of the enewsletters. Then demand that these reports be submitted after each publication date - and reviewed for suggested improvements.

8) Be constantly thinking about how the letters can be made better. With the information you will be getting and your knowledge of your business, you should be able to achieve constant improvement.

Prescott "Pete" Lustig
Senior Marketing Strategist