How to delegate newsletters?

It is good to send newsletters at least once a month to keep it regular. A lot may happen in a month and with a regularly sent newsletter you can share all your business news in smaller pieces. Depending on your business it may be beneficial to send newsletters more often like once a week for example. Your content creator team help you to create suitable publication schedule and newsletters’ contents with you. 

The delegation of newsletters takes place through five stages: tools and materials, mailing lists and audiences, topics, draft and finalization, and lastly, the sending of the newsletter.

Delegoi uutiskirjeiden suunnittelu ja toteutus osaavalle Smoothlyn sisällöntuottajatiimillesi.

1. Necessary tools and materials

To send a newsletter, we need a newsletter tool to build the base of the message and lay out the content. When the frame is complete, text can be produced and suitable images and videos can be selected. Make sure your content creator has access to the newsletter tool. If you don’t already have a newsletter tool, we will help you get one. There are numerous tools for sending newsletters available in the market, most of them also offer free versions. The free version goes a long way, and at the same time you can test whether the tool is right for your needs.

The layout of the newsletter is intended to match the look of your business so that your customer will recognize the letter is sent by you as soon as they open it. This requires at least the logo and brand colors used in the layout of the newsletter. Make sure the materials are available to your content creator. A shared Drive folder is a workable way to keep your marketing materials organized so you have everything you need in one place.

2. Collecting an email list and selecting audiences

In order to send the newsletter, we need a list of recipients. Start collecting your email list as soon as possible. The list can be collected, for example, via a newsletter subscription button on the website or from participants in a webinar. For example, you can provide a free guide on a website that a visitor receives for an email address.

Before planning a newsletter, it is important to think about to who we are going to send it. The newsletter can be sent to all your customers, or target a small group of people who are interested in a particular product or service. If you have multiple audiences, it’s a good idea to take your contacts to their own lists and name them clearly.

Smoothlyn sisällöntuottajatiimi suunnittelee ja lähettää yrityksesi uutiskirjeet.

3. Newsletter topics

Brainstorming topics may seem challenging at first, but gradually begins to flow when you spend enough time on it. For example, you may collect ideas in the content calendar as they come to mind. Topics can include news related to your business, recruitments, marketing campaigns, or new products and services. A newsletter is also a great way to inform your customers about a new blog post.

4. Draft and finalization of the newsletter

Once the target group and topic are clear, the actual implementation of the content of the newsletter will begin. Your content creator sketches the text, selects the images, creates the title and preview text, and verifies that all the links are working. When the draft is complete, check that the style is appropriate and the content is relevant. If necessary, you can further refine the content.

5. Sending a newsletter

Once the layout and content of the newsletter are in order, it is time to send the newsletter. After the newsletter is sent to your customers, you will receive a report on the newsletter’s analytics, including newsletter opening rates and link clicks. Analytics gives you information on what worked and what did not, and you can make the necessary changes in the next newsletter. With the report, you will also get to know your target audience better: what kind of content they are interested in and what topics are useful to them.