Every time you mail to your list, you have an opportunity to establish and maintain trust and credibility with your subscribers. Therefore, ensure that each mailing contains content that your subscribers will find useful. Don’t overload your message with ads unless you are an ads ezine.
Your list provides you with the opportunity to develop the image of your business. Don’t send out a message that does not live up to the image that you are trying to cultivate. One bad issue can destroy a lot of the good work you have been doing.
The frequency of mailing to your list should be determined by what will not overload your subscribers and by the amount of time you have available to do the job well. When starting out, concentrate on quality rather than quantity. As you develop, you can increase the frequency if it is necessary.
Each issue needs to contain basic information such as links back to your site, how to unsubscribe, and a recommendation that the subscriber forward the issue to their friends and colleagues. Subject to the aims of your list, you can also include guest articles provided that they provide useful information to your subscribers.
