1. Planning
At the beginning stage of this process, set the objective of the newsletter. E.g. what is it that I want to achieve by developing this newsletter? It could be to notify your email subscribers about a new product that you’re launching or a Xmas day sale.
2. Content Writing
This is the stage where the actual content of the newsletter is written and approved by the ‘bosses’. Do you have a professional writer in the company or do you need to outsource a content writer from another company. If you cannot create the content yourself, you could write the first draft and then get a professional writer to polish the newsletter content.
3. Select the look for the newsletter
The look and layout of the newsletter grabs readers’ attention and encourages them to read it. Therefore, you can select the best look and layout for the newsletter from Pinterest or Behance or Design Inspiration
4. Load the content.
Using an email marketing platform like Everlytic or Hubspot or MailChimp,etc. Content can be loaded onto the desired layout. It’s always a good items to load relevant pictures into the newsletter because it makes it look better.
5. Test the Newsletter
Test the newsletter by sending it to colleagues and getting their input. Also, check how it looks on Gmail, Outlook, Yahoo and other mail clients. The testing process is to make sure that the newsletter looks the same across the different emails systems.
6. Consolidate Testing Feedback
The next thing to do is consolidate the feedback received from the testing process. This will indicate what needs to be changed or added to improve the newsletter. Once you have analysed the feedback, changes and improvements must be implemented to the newsletter.
7. Repeat steps 5 and 6 until satisfied
Repeating these steps as many times as necessary will result in the best newsletter ready for publishing.
8. Get Send Approval
Ask the boss to review the tested newsletter before you can send it out to the masses.[People have been fired for setting out newsletters that have mistakes on them]
9. Send Out The Newsletter
The newsletter will now be sent out to all subscribers.
10. Respond To Responses & Engage With Subscribers
Once subscribers have opened and read the newsletter, some will respond back. It is crucial to reply to these responses and engage with subscribers.
11. Report On Performance Of The Campaign
The KPIs (Key Performance Indicators) would be based on objectives set at Stage 1. KPI’s are sets of metrics that are used to analyse the performance of a campaign. There are various aspects of a campaign that can be analysed, e.g. how many subscribers received the newsletter, how many opened and read the newsletter, how many clicked on the links provided in the newsletter, how many responded to the newsletter. Results are immediate and valid.
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