4 Steps to a Successful Archive
 After you've committed to archiving your company newsletters, you might ask, "So what do we do now?" Four steps pave the way to success:
1. Plan ahead
Your first step in implementing your archive should be to have a one-on-one with your company's webmaster. He or she will certainly have an opinion about the impact of adding an archive to the site-maintenance workload. The webmaster will probably want to know what form the original newsletter takes (e.g., text or HTML, one or multiple pages) and whether it will be post-ready or will require additional formatting. You'll need to decide what form the archive will take, where it will belong in your site map, and whether you'll include pointers from other pages.
2. Make it easy
Make subscribing to the newsletter from archived articles (as well as from your home page) easy. Also, make sure that readers can easily find and navigate the archive. Consider an easy-to-recognize logo or button that leads to back issues and subscription information.
3. Wait your turn
Consider waiting a couple weeks before posting the most recent issue. Doing so will discourage readers from surfing the archive as opposed to subscribing. Another option is to make a portion of the content available to subscribers only. Use this approach sparingly, though; it can alienate potential subscribers.
4. Promote yourself
Promote the archive on your site, as well as in your other communications. Point out the benefits for readers, who will have greater access to a wealth of information. You can't increase subscriptions if potential readers don't know about your newsletter.
For more information about eNewsletter production, archiving or Web services, contact the professionals at Proven Systems at (800) 720-5398 or info@provensystems.com.
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