I work for a B2B software company, and I am about to send out the second issue of our quarterly e-newsletter. I would like to send out issues more frequently, but since I am the only one developing content, I am limited in what I can do.
My question involves what to do about new subscribers – is it advisable to send out back issues to new subscribers, and then follow up with the next issue in a week or so? I’m also putting back issue articles on our website, so it may not be fresh content for some.
Or, if I cannot produce a 5-article newsletter every month, should I start breaking the newsletters into smaller chunks? Maybe offer monthly news briefs? I don’t want to spread the content thin, but I don’t want to wait 4 months to touch base with subscribers again, either.
Since the ultimate purpose of your e-newsletter is to generate more sales, the more frequent your name is in front of your prospects/clients, the better. One well-written article a month is much better than 3-5 every quarter.
Don’t forget to ask your clients what articles they would be interested in seeing – you might be surprised.
As for back issues, archive them online, and send new ones at the next cycle, making sure each of your newsletters have a link to your previous issues as well.