You may buy milk by the gallon, but you don’t consume it that way. A glass here, a bowl of cereal there…a little at a time. But consider e-mail. A lot of companies still send out infrequent e-mails that are as long as your arm. Who reads them? No one. It’s too much. So why do they still do it? It’s easier for them. They accumulate information for a month, then dump it all into one e-mail that no one reads. Instead, they should send out short items as they happen – and make sure they matter to the recipient. If the point is to get read, begin with that end in mind. And please stop calling it a newsletter…the most sleep-inducing term on the planet.
