Emails and Newsletters
Newsletters: Frequency Matters
By Michael J. Katz

I had lunch a few weeks ago with an old friend from high school.

The last time I saw Nancy was 11 years ago; she was standing in the receiving line at my wedding.

It was great to see her again, and despite the time gap we had no problem catching up on the details of marriage, kids and careers.

When it came time to have a real conversation, however, there wasn't all that much to talk about.

The fact is it's hard to have a real, personal relationship with somebody you only talk to once a decade. Which brings us to this consideration: How often should an electronic newsletter be published?

I have little trouble convincing my clients of the wisdom in sending an electronic newsletter to their customers and potential customers. It benefits the reader by providing useful information; it positions the company as an expert in its field; and, most importantly; it sustains and builds an ongoing relationship.

What my clients don't like, however, is my insistence that they publish the newsletter at least once each month.

It's All About Relationship

Look at it this way: If you buy the idea that relationship building is the reason for sending the newsletter in the first place, you have to give frequency its due.

I believe when you send an electronic newsletter via the Internet, you've got to be in front of your audience a minimum of 12 times each year to have an impact. Anything less than that and you're not in a relationship, you're simply sending an update and sharing news.

I know how hard it can be to sit down and write, but I'm happy to say there is good news. I promise you that the more frequently you write, the easier it will be to think of something meaningful to say.

You heard me. Ask any professional writer and you will hear that one of the keys to having something to say and getting the words to flow is to write regularly and frequently. Like exercise, the more you do it, the easier it gets.

Like Clockwork

One last tip: Pick a publication schedule and stick to it religiously. When you're on a schedule, your readers sense a rhythm. Not only does that make it easier for them to connect with you, they will anticipate - and, therefore, pay attention to -- your newsletter. There's a reason the Boston Globe doesn't come out "approximately every day."

And finally, believe it or not, having a firm schedule will eliminate the feeling that your next newsletter is always hanging over your head waiting to be written. When it's regularly scheduled, it becomes a habitual part of your work and the mental pain of continually putting it off goes away. Honest.