Running zines involves a lot of communication throughout the process. I've divided them here based on who you're communicating to, including a list of communication checkpoints (i.e., when you normally would reach out to the group in question), as well as linked to email templates for examples of messaging that I've used. These are meant to be use as a guide, not boilerplate copy -- please don't just copy and paste these!

As a general rule of thumb when sending emails out:

• Proofread your emails! And stay professional. I can't teach you how to do this, but read your copy out loud and see how it sounds. In general aim for a tone that is personable and professional, confident but not rude/crass/immature. Be clear about what you are trying to say, include relevant details when necessary, and highlight what calls to action you have. Use subject lines that are clear in their intent. There is no need to be overly formal, but refrain from internet lingo. Think business casual language.
• Always use BCC (Blind Carbon Copy). There is nothing more awkward than emailing a bunch of applicants their rejection letters, and having a list of people there along with them. It also becomes annoying when someone replies to everyone in the email. BCC hides who you sent emails out to, and lets people respond only to you.
• Know what tools are available. You're probably using Gmail for your zine account, and while it's great for many things, sending many emails at once can pose a problem. Assume Gmail limits you to BCC up to 200 people per email, so you can only use that when you're already communicating with contributors for non-personalized details. When dealing with mass emails, consider:
  • Gmail "Templates". In your Gmail Settings, go to Advanced and enable Templates. It is a lifesaver if you are sending out essentially the same message, and works if you need to send out a message to 20-50 people with minor tweaks and you're not too confident about running the next tool below. I've also used this to set up PDF deliveries and send them out anytime we get an order during leftover sales.
  • Yet Another Mail Merge. This is a Google Add-On product that can send personalized emails to a list of people on a Google Sheet, using a Gmail draft email. You can use something called merge fields in the Gmail draft that correspond to columns in the Google sheet. There is a limit of 50 emails per 24hour period for the free version, but you can use YAMM for:
    • Sending acceptance emails out - so I can personalize any details depending on whether they are an artist, writer, or merch artist, and if someone has been accepted due to a specific pitch
    • Contributor-specific reminders - if I am sending out preview reminders, and some contributors have posted in one social media platform but not the other, I use YAMM to tweak the message they receive so that it applies to them. It is easier for me to work off a spreadsheet to track this information down and send it all at once, than to send individual emails out, but your mileage may vary!
    • Confirming shipping addresses for <200 buyers (there is a limit of 50 emails a day for the free version, but as this is not that time-sensitive I do them in batches) - Download an Excel file of buyer addresses, import it to a Google Sheet, and personalize away!
  • Mailchimp. This is a heavy-duty tool that many small businesses actually use and pay for, but you can use it for sending mail to up to 2000 people! There is a lot more setup and configuration involved, and you do need to include a mailing address in the footer of your messages, so only use this if you're dealing with 200+ buyers. Also keep in mind that emails from Mailchimp will usually go to Gmail's Promotions tab.
    • Confirm shipping addresses for 200+ buyers - this works the same way as YAMM does, using merge fields in the email template. You need to upload a cleaned up CSV file of your buyer addresses and details and match them to the subscriber fields in Mailchimp. Again, lots more heavy lifting involved, so use this only if it's worth the hassle of reaching out to however many people you have!
    • Deliver PDF zines to 200+ buyers. Here less personalization is needed, but if you received more than 200 orders for PDFs of your zines and need to mail them out separate from the shipping notices (see samples below), this is a helpful tool for sending them all out.