E-Zines for Companies

Communication using the Internet and email is becoming relatively old hat but few organisations take full advantage of the medium.

For one client, Pye Tait is editing and compiling a monthly e-zine which is being sent out to a gradually expanding list of corporate email addresses. All recipients opt-in to the list in order to be sure that they receive brief details of activities, conferences, changes in qualification systems, and much else.

The secrets to effective use of e-zines are:

• Brevity - keeping the main story short but linking to more on-line detail
• Consistency and staying power - audiences soon tire of e-zines that arrive once or twice and then disappear
• Engagement - using simple two or three question polls helps to stimulate involvement
• Incentivisation - even the most dedicated professional likes to have the chance to win a small prize every now and again

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