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Distribution and discussion lists (screen 13 of 20)
The popularity of distribution and discussion lists, which are also referred to as mailing lists, is increasing, and to some extent they are supplanting newsgroups. The main reason for this is that all you need to become involved is email software(1).
Distribution lists
A distribution list is for dissemination of information
by the list organiser. It does not allow your messages
to be posted to the others on the list. Distribution lists can take
the form of an 'announce' list where announcements about product
launches, events, staff notices or information of importance to the
organisation is posted to the recipients. Distribution lists might also
take the form of an 
electronic
newsletter(2) sent out to promote the organisation.
This could be used, for example, to promote such things as your website, or advertise new products or performances, or specials in the gift shop.
Recipients usually receive the newsletter as an email, but there is now software which enables the user to receive an HTML page including links to websites.
Distribution lists are 'opt-in' - that is, people ask to join and submit their email address to the list manager.
ausculture-newsletter
The
Discussion lists
Discussion lists automatically let you post your messages to all on the list. You submit a posting once and the discussion list software handles the distribution. On a moderated list, the moderator will determine whether your message is distributed.
Once you are on one of these lists you receive all postings as email messages. They can be one large email item (digest), or lots of smaller ones. To see some examples of what can be done with discussion lists have a look at our list of Cultural discussion lists (4).
Using distribution and discussion lists in your business
Unlike newsgroups that take some effort to establish, distribution and discussion lists can be started by anyone as moderated or unmoderated lists.
If you run a cultural organisation you could produce a newsletter as a distribution list as suggested above.
Alternatively, you could establish a discussion group related to your organisation or some aspect of it, such as promotion of the art community in your local region.
Such lists are only as good as the enthusiasm and support that you can put into them. Naturally, you also need the support of subscribers. This can be promoted by advertising lists on your website. Of course, any list you create would also contain the URL for your website!
To run a list
To run a distribution or discussion list you need a server with specialist software for handling the list. Help(5) with this can be found on the Internet.
The list software, which has names like Listserv(6), Majordomo(7), and ListProcessor, allows for automatic subscribing and unsubscribing, and distributes all incoming mail to each subscriber. In addition it ensures that only subscribed people can contribute to the discussion.
However, if you don't have the in-house expertise to set up a list,
you could use free list management services available on the Internet
such as those provided by Yahoo!Groups(8).
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References
- Guide 3 screen 8 http://culture.gov.au/resources/guides/g3/s8.htm
- Electronic newsletter http://www.doubleclick.com/us/solutions/marketers/email/default.asp
- ausculture-newsletter http://culture.gov.au/newsletter/
- Cultural discussion lists http://culture.gov.au/lists/
- Email Discussion Groups and Lists http://www.topica.com/
- Listserv http://www.lsoft.com/
- Majordomo http://www.greatcircle.com/majordomo/
- Yahoo!Groups http://groups.yahoo.com/
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