Professionalism & e-newsletters

By Mark Brownlow |

Previous topic: Professionalism, value and personality
Next topic: Newsletter management and delivery

So I've told you that a good newsletter needs to incorporate professionalism. By this, I mean professionalism in the way you structure, deliver and manage your newsletter, and the way you conduct and present yourself as a publisher.

Sounds good, doesn't it?

Newsletter structure, delivery and management are direct attributes of professionalism, while your conduct and presentation are indirect attributes.

The direct attributes are the fundamentals of email publishing.

They cover the newsletter's appearance and administration; layout, delivery, subscription management and more. Professionalism here means meeting the reader's basic expectations - that if she asks for a newsletter to be delivered, then it will be. And if she wants to change her subscription, then she can do that too, and with as little fuss as possible.

The indirect attributes are more to do with the image you create through related activities like dealing with reader feedback.

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