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1. Publishing A Newsletter

2. Today, many websites offer a free newsletter.
Newsletters, from the receiving end, can be a great
source for information that is delivered to your in-box.
You can simply save the newsletter for future reference,
something many people do. From the publisher's
standpoint, though, a newsletter is a fantastic idea as it
gives you a database of people who are interested in
what you have to offer. Marketers know the value of
this. But, aside from the potential financial benefit of
such a mailing list, a newsletter is also a great way to
keep in touch with users who may have only surfed
across your website once. They may, on a whim, sign up
for your newsletter and, thus, you have a way to keep in

3. touch with them at a later date. You can also use your
mailing list as a source for demographics information or
opinions. Want to start a new feature on your site and
want to know whether it will work or not? Survey the
members of your mailing list.

4. So, let's take a look at what needs to be looked at to
start your newsletter.

5. Length

6. It would be easy to send your users a long, winding
email that requires them to scroll a long way to read the
whole thing. However, in practice, this doesn't work very
well. You want to keep your newsletter as brief as you
can. If you include an article in your mailing, keep it brief
and to the point. If the article is long, you could publish
a portion of it and direct them to your website to read
the rest of it.

7. Size

8. Newsletter size goes hand-in-hand with length, but with
HTML newsletters being the norm today, it is possible to
have very bloated HTML that does something that could
be done otherwise with much less code. In short, then,
keep your HTML efficient so that the size of the
newsletter in kilobytes does not become too large.
Remember, you're sending a lot of them (stress on the
server) to people who may still have dial-up (slow
download speeds).

9. Frequency

10. You need to decide how often you will publish your
newsletter. Most are published weekly, bi-weekly, or
monthly. If anything is published more often than that,
be sure to make that very clear to new subscribers
because mailings that are sent too often will cause some
to unsubscribe because they find it annoying. Also, once
you commit to a frequency, stick to it. If a newsletter is
sent irregularly, people will find it useless or will not
respect it. However, if it comes at the same time with
constant frequency, they will come to expect it and you
will gain the respect of having done what you said you
would do.

11. Format

12. Most newsletters are offered in both HTML and Text
formats and this is your best bet. Most users prefer
HTML and HTML provides you with more flexibility to
get your message across. Text emails are very plain
looking, however they are smaller in size and readable in
any email client (some email clients still have a hard
time with HTML). It is best to publish in both formats
and give subscribers a choice.

13. Method of Sending

14. You need to research and find a way to send your
newsletter. Sending mass email is fairly server intensive,
depending on the size of your mailing list. For very large
lists, it is usual to go to an outside newsletter hosting
company to publish the newsletter. These companies
have dedicated servers and powerful mass email
software in order to send your newsletter without a
burp. If you send the newsletter in-house and your list is
large, you will want to pay attention to how the mail is
sent. We use a PHP-based system designed in house
which throttles out-going email depending on site traffic
- our way of placing a governor on the rate of sending
and not drag our sites to a crawl.

15. Promotion

16. When you start your newsletter, you will need to
promote for subscribers. If your site is already pretty
well trafficked, your job just got a lot easier. Put the
subscription form up on your website and begin to
collect addresses. You will find that the rate of sign-ups
will be very dependent on your site traffic. This action
will result in sign-ups, however you may find that the
rate of new sign-ups is still rather slow. You need to get
their attention. A popup window is a popular and very
workable way to do this. While many users don't like
pop ups, this is a use of the popup which makes a lot of
sense because it is so workable. Your subscription rate
can easily double with this alone.

17. When setting up the popup, use a cookie to ensure that
a user does not see the ad more than once for a certain
timeframe. You might even want to mention this in the
popup itself so that people who are more easily
annoyed by them may calm down a bit. Set the popup to
appear on their first page view or some other interval.
When your code opens the popup, set the cookie. In
subsequent page views, your code will detect the cookie
and not open the window again.

18. Aside from the popup, make your subscription form
prominent on your website. If you have a forum, see
about putting an option into the registration process
which will add them to your mailing list when they sign
up. Also, invite people to invite friends to your mailing
list.

19. Opt in and Double Opt In

20. An opt-in mailing list means that a person can visit your
site, enter an email address and that address is
subscribed. Double opt-in means that when they enter
the email address, the system sends them an email
which contains a link which they need to click to confirm
their subscription. This two-stage setup provides more
security because you know the address is valid and that
the person signing up is indeed subscribing their own
email and not somebody else. The opt-in method will
result in much higher subscription rates because you do
not need to get the user to do anything else once they
enter their address. Double opt-in is more secure,
however you will have people who simply do not

21. confirm, therefore the subscription rate will be slower. IF
you are after sheer numbers, opt-in is you best method
of address collection. However, this method is more
open to fraudulent emails. If you use double opt-in, you
may want to have a system which will send them a few
reminders over time if they do not confirm. In using opt-
in, at least send them an email confirming their
subscription, with an option to unsubscribe right then
and there if they are not the ones who subscribed the
address. You might even want to include the IP address
of the person who signed them up.

22. A newsletter is an excellent marketing resource for your
website and, if you have not begun one, you should
strongly consider it.

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