For the past 5 years, I have been using MailChimp, not least as it is free to 2,000 
subscribers, but also, because MailChimp put a lot of work into adding extra functionality and improving the interface. In this post, I’m going to discuss the functionality that MailChimp offers but I’m sure you will find similar functionality in your system of choice.
You should, where possible have one list that is maintained in MailChimp – don’t refresh it each time and don’t have multiple lists for multiple types of newsletters. Use the List group feature within Mailchimp and allow your subscribers to select which newsletter they would like to receive. For example, you will shortly be able to choose to receive either or both of our Concise Training and Concise Digital newsletters.
Make sure that your list comprises of opted-in subscribers. These are individuals who have chosen to receive your newsletter – either they have signed up at your website, they have put their card into a bowl at an exhibition which has clearly stated they will be signed up, or you have verbally checked they are happy to have your newsletter when you exchange business cards. In my opinion, you should not send newsletters to everybody you meet at a networking event or everybody you are connected to on LinkedIn. If you purchase a list – do make sure that it is ‘clean’. Mailchimp and other tools have a very low tolerance for people they see as spamming – and in my opinion, it just isn’t worth the risk.
Once you have chosen your campaign, you need to add some initial details including the title of the newsletter. Remember your title needs to entice your subscribers to open your newsletter amongst the other 100 emails they have in their inbox.
Once you have entered the basic Campaign information, you can pick the template you 
want to use. Basic templates include:
Once you have chosen your template, you can use a number of building blocks to put together your newsletter. My best advice is to use what Mailchimp gives you. For example, if you want to include images, use the image blocks – don’t put images within the text. The reason for this is that your newsletter may be read by any number of different email systems – all of which render images differently. Mailchimp has done a lot of the hard work for you by creating image blocks that should be rendered correctly – if you choose not to use them, you run the risk of images randomly resizing or the text randomly wrapping.
Once you are basically happy with the newsletter, do send some test emails and try to look at them in a range of email systems (Outlook, Gmail, Hotmail, etc..) Do be aware that there is a restriction on the number of test emails you can send, so use the preview to get it basically working.
When you are ready, go for it. What day / time should you send your emails? There are various schools of thought. Some people say that the email should arrive in an inbox first thing in the morning – others say that 10am is the best time. Some think Friday will get the most opens, others Tuesday or Thursday. It will depend on your audience and what you are talking about – the best thing is to try different times / days and measure the results.