The importance of consistency

One of my favorite newsletters is put out by marketing expert Christopher S. Penn, and he sends it out every Sunday night. It's something I look forward to at the end of my weekend, and I know it will always be there. While you certainly don't have to put out a newsletter this often, you do need to focus on being consistent with a schedule you decide on. We've all ready discussed a MailChimp. How to create a template. And, here you can see we've created a newsletter that's ready to be sent out. When we click Next, we're provided with feedback about the newsletter before we send it out.

What I want to highlight is that if you scroll down the screen, you're presented with the option to click Schedule, and can choose a specific date and time that the newsletter will be sent out. This is extremely helpful if you want to create the newsletter a head of time, but want to arrive in subscribers inboxes at a date and time in the future. Be realistic in your editorial planning. Sending out a good weekly newsletter might be more work than it's worth when you're first starting out. Once every two week or once a month is a very common schedule for many organizations. You also should consider the time of day you send it out.

Some companies believe first thing in the morning is optimal and others would argue for midday. The truth is that in today's global world timing is hard to nail down with subscribers in all time zones. The key is to choose a time that you believe in and stick to it. I do want to highlight that MailChimp has a great premium feature called Timewarp that allows you to specify a delivery time for your newsletter, and it will make sure every subscriber receives it at that time in their timezone. Keep in mind, that your schedule has effects on you because you need to create the newsletter, and on your readers, who want to open, read, and react to your newsletter.

If you send it out too often, they might never look at it. Send it out not often enough, and they might forget about you. Finding the right balance is the trick, and over time you'll find what works for you and your readers.