Tag Archives | publication

Solving the mystery: who killed our newsletter?

Remember when we started it? It was so exciting. The company was finally going to let customers know everything that was important. Each department had to contribute something. Management agonized for hours over the name. Sales came up with key customers to profile. The graphic designer presented a breathtaking layout. Finally, 20,000 emails arrived on […]

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PUBLICATION SECRET: PLANT SOME EVERGREENS

In a recent entry, I mentioned the value of a good swipe file for newsletter development. Another very handy tool is what are known as “evergreen” articles.   What’s an evergreen article? It’s simply a story that provides general information, will always be appropriate for the audience, and isn’t time-sensitive.   For a financial institution, evergreen […]

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HOW TO ALWAYS HAVE NEWSLETTER CONTENT

One of the many lessons I learned during my ad agency days was the importance of a good “swipe” file. Never heard the term? It’s simply a file (or box) where you threw ads, articles, brochures – anything you liked or thought was particularly effective. When you were given a tough assignment, you’d sift through […]

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