Rather than starting from scratch each time you write your message, start with a template that is complementary to your brand. Use a custom template, if appropriate, or select from one of the hundreds of built-in templates available in Online Outbox.

The key is systemization. If you start with the same basic format each time, and your content is all that changes, then you’ll save lots of time working on your newsletter, and you’ll be able to spend more of your time optimizing your content.

When determining the frequency which with you distribute your messages, you should consider two things: 1) your audience’s ability to appreciate each message, and 2) your team’s ability to keep up with the ongoing workload of writing each message.

If your audience is typically busy, don’t distribute a message every day. If your team can’t maintain consistency in sending a meaningful message each week, try every other.

Keep in mind when scheduling that consistency is crucial. Your audience should expect your message on a timely basis. You can schedule your messages to begin distribution at a specific time.

Also, remember that there are natural optimal moments for a person to receive and appreciate a message. Some industries are inundated on Monday mornings with problems or orders from the weekend. Typically, not a good day to distribute. Better days are Tuesdays and Wednesdays.

Building on the your target audience, and your purpose in contacting them, it’s now time to craft your message. Your purpose will drive your content.

For instance, if your purpose is to get readers to your web site, you should offer some “teaser” content: maybe it’s a headline, or the first three lines of a recent article on your site. Something that will grab the reader’s attention, and entice them to take further action. Then follow that teaser with a link to a specific page with that entire article. If, rather, your purpose in contacting your readership is to sell product, your content will need to be crafted in that direction.

The concept is not difficult to grasp, but starting with an analysis of your audience and your purpose will make crafting your message much more direct, and the more direct your messaging, the greater the impact of your marketing.

Determine Your Purpose. After becoming familiar with your audience (see our last post), you’ll want to nail down your purpose for writing. Whittle your purpose down to one goal: Entice the reader to visit your web site. Buy something advertised in your email. Heighten community impact. Make your group aware of certain news or events. Your purpose may be completely unique, but you need to know what it is, in order to market effectively.