The circulation of a regular email newsletter always seems like a good idea at the time. Delivering content straight to the inboxes of customers who, at some stage, have shown an interest in our services is a prospect that can so often prove too tempting to pass up.
But like the musician who releases a fantastic first album when most of their tracks were penned years ago – back when they were a lovesick teenager at college – we may have enough great content in the well to fill up three months worth of newsletters, but what about the next quarter?
Suddenly, at the behest of their record company, this musician is now expected to produce subsequent albums of equal quality in the space of a year or less. We’re also on the conveyor belt now. There’s a captive audience and with that the added expectation that our publication will continue in the same vein.
If we’re serious then we’ll need to assign people with the necessary roles and responsibilities. We’ll need time to get used to the publishing process. We’ll need to know what our audience wants and what we’re measuring. We’ll need a plan.
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