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Publish or Perish! How To Ensure Your eNewsletter Gets Done.

Yes, I have committed the ultimate sin in eNewsletter communications, I have skipped publications. Mea culpa, I have not published.

I may never grasp the direct effects of breaking the distribution cycle. I do know that loss of revenue due to potentially missed opportunities is one is one of the effects of not publishing. But, the most obvious one will come when this issue's delivery is analyzed.

I know unsubscriptions will have increased (I hope you're not thinking about it) and I will probably see new subscribers "opt-out" since they have forgotten that they subscribed some months ago.

You see, since the November 2005 issue, we have gotten very busy -new projects, new clients, and internal growth all got in between me and Emi (this eNewsletter).

There was a decision to be made - get out Emi or get out client's letters. There really was no choice, was there?

Loop has suffered from the same problem our clients hire us to solve, publishing. Making it happen month after month. Oh, paradox. The fact is that getting a high-quality, value oriented eNewsletter out-the-door every month is hard work. We know this first hand since we do this for all our clients month-in and month-out.

Now, the question is, how do I solve this problem? How do I ensure that we publish every month without skipping an issue? One thing I did was add another person to our team to focus exclusively on streamlining the production of the work.

But, also important, I set up rules of the road for making sure this kind of thing doesn't happen again.

My hope is that by sharing our solution to the problem we can help you make sure that your eNewsletter gets delivered every month.

How to secure eNewsletter publishing every month?

	Scheduling. We have a sophisticated calendar that details every step in the production of our monthly eNewsletters. In a basic version of the calendar, all one would have to do is set up an Excel sheet and write down every step that is involved in the production of your eNewsletter. The trick is to make sure that you are completing each step at the scheduled date.
	Keep your eye on the prize. In order to stay motivated remember your eNewsletter objectives. To maintain top-of-mind status with your clients and prospects. To foster relationships that lead to revenue.
	Punch the keys! In the movie Finding Forrester, Sean Connery (Forrester) a reclusive but highly successful writer tells Rob Brown (Jamal) the aspiring author, at a point where Rob Brown (Jamal), who doesn't know what to write about or how to start, to simply "Punch the keys!" This is by my best strategy. Once I get to typing, I don't stop until the issue is finished.
	Outsource it. By far the very best way to ensure that your eNewsletter gets published consistently is to have an expert do it for you. We recommend a company known for this type of service but I can't recall their name right now, it rhymes with scoop. Send me an email and I'll get you their name.

If you have any techniques that you use to help publish your eNewsletter, I'd love to read them and share them with Emi readers! As always, we are here to help. If you are interested in starting or keeping your eNewsletter program contact us.

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Marcos J. Menendez President Loop Consulting Group- creates eNewsletters that help our clients improve communications with theirs.

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