Wednesday, October 23, 2013
Bob Findlay Email Newsletter Customer Surveys
Bob Findlay Blog: Email Newsletter Customer Surveys: Over the past week, I have been conducting four surveys pertaining to my email newsletters in order to meet my subscribers needs as best a....
Tuesday, October 22, 2013
Newsletter Management
In the workplace, newsletter management is a tough task to say the least. Firstly, the content and writing must remain professional at all times. Negative articles reflect negative attitudes in the workplace. Ask the human resources department how they feel about negative attitudes! Broken down there are three key areas to focus on in newsletter management: content, editorial and delivery management. Content management is two-fold. Firstly, the content must interest and engage the reader-base of the newsletter. Secondly, the content should remain fresh, interactive and most of all expertly written. This requires continual subscriber input. The easiest way to facilitate this is to run occasional surveys such as the one below. Please feel free to take part in this brief survey. Your assistance will go a long way.
Editorial management is the decision-making end of the newsletter management process. Decide what articles will be included in each issue. This is done either by assigning content, or properly planning the content of each issue to compound on the last or to at the very least, be a current event or issue. Beyond the planning, maintaining a professional balance is critical for a newsletter. Articles should pertain to the audience, be stringently edited and the editor should ensure each content piece is understandable by the audience. Haughty language and harsh reprimanding-speak should not be included in any workplace newsletter.
Delivery management is a simple component of newsletter management. It is deciding what format the newsletter is delivered in, how frequently and to whom. Obviously, in the workplace, the newsletter should reach all employees. This can be done somewhat cheaply though email. Another benefit of email is that it is a greener practice than printing off individual copies of the newsletter and handing them out. Distribution of print copies can too become cumbersome. Frequency of delivery is important. If the newsletter is received every working Friday, then one Friday it is not delivered, people can become frustrated and wonder what happened. Maintain a tight delivery calendar and people will come to enjoy setting time aside to peruse the pages of the newsletter.
Overall, newsletter management is a no-nonsense business. It is straightforward and it is a service just like any other media publication. The manager, editor and delivery team need to work together to maintain deadlines, and deliver viable and interesting content. There are services available to assist in newsletter management as well. These services range from content generating services, to software to build the newsletter, to firms who specialize in producing workplace newsletters. What is important to remember is that the management of the newsletter should take an approach not only to engage the reader, but to build and continue to build readership.
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