Archiving format: Traditional magazines adhere to an archiving format, like
Volume 10, Number 4. A good newsletter will do the same. This may or may not
reflect the frequency. For instance, a monthly newsletter could be chronological
like June 2006 (see Figure 14-1), or consecutive like Number 17 (see Figure 14-5).
Newsletter archive
Almost as important as developing new content for forthcoming newsletters is ensuring
the old content is available to those who were not subscribed from the very beginning.
Unfortunately, many companies fail to publicly store previous issues and miss out on the
powerful marketing potential of their older content.
The newsletter archive is not a complex beast; like the archive of blog entries or press
releases, older content is listed in reverse chronological order, as shown in Figure 14-7.
Storing older newsletters has many benefits. First and foremost, if current subscribers have
problems viewing the design within their software, they can fall back on a stable alternative.
This is very important as the subscriber base grows, because an increased number of
recipients means an increased number of uncooperative e-mail clients.
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