E-newsletter Action Plan™

E-newsletter Content

(Note: All questions and answers are to your client and from their perspective.)

  1. What are you an expert in? What are the things you know, that those outside your industry don’t? On what subjects are the questions you get from friends, relatives, colleagues when they have a need in your field?

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2. What makes you different? What’s unique about you, your company, your services, etc.? Beyond the usual quality, service, price stuff that all your competitors can also claim. What aspects of you and the way you do business will we bring out in your newsletter?

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3. Who’s your target audience? Who’s the target given your purpose? Clearly there are many possibilities, but if you had to define the quintessential person, what does he/she look like?

Age: _______________________ Sex: _______________________

Job Title: _______________________________________________

Type of Business/Industry: _________________________________

Years of Experience: ______________________________________

Level of Education: _______________________________________
How much do they know about your business and its terminology?
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Where does he/she live? ____________________________________

What else can you say to describe this person?

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  1. What will we write about? Describe the scope of the topics we will cover, given the audience you’ve described and the business you are in. Think like a magazine editor.

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5. Topic Ideas. It’s important to have a single place that you can capture (and later find) those great ideas that come to you in the middle of the month. Use this page to write down newsletter ideas as they come to you and refer back here when it’s time to write.

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  • Newsletter Voice and Personality. Who is “talking?” What is this person’s background? How would readers describe him/her? How formal will you be? Are you a peer, a guru, a service provider?

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E-newsletter Formatting and Layout

  1. What will the regular sections of your e-newsletter be? Create clear, fairly consistent sections where readers can find what they want. Clearly separate the “About Us” section from the “useful” sections.

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8. What will we call the newsletter? Make it interesting, intriguing, catchy. The name is more about style than substance.

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  • What will the subheading of the newsletter be? The subheading should be all substance! The subheading is what current subscribers will use to remember what they’ve signed up for; and those unfamiliar with the newsletter to understand what’s in here.

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E-newsletter Delivery and List Management

  1. What address will the newsletter be sent “From?” This field is the primary signal people will use to separate SPAM from legitimate email. It should come from your name or your company name (or both), not from the name of the newsletter.

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  1. If a reader clicks “Reply,” to what email address will their reply be sent? You may want to set up a separate,                             “E-newsletter Inbox,” so you can easily sort newsletter email from all the other mail you get.

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  1. How often will your newsletter be published (Monthly? Weekly?); what day will we publish on? Frequency is important for your readers in building a relationship; consistency is important to you in getting it out the door on a regular basis.

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13. What will your “add new names” procedure be? How will you take the new contacts you make each month and integrate them with your existing list?
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  1. What information will you collect at sign up? How much detail will you request? How much detail will you require? (Required items are usually indicated by an asterisk.)

    (1)__Email Address*_______________________

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15. What is the Welcome Message that new subscribers receive (via email) when they sign up? 

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16. What will the forward to a friend message say? Tell them to share your newsletter, give them an easy tool for sending it to others, assure them of their friend’s privacy.
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  1. What will your “About Us” text say? One or two-sentence description, with a link to more information on your website.
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  1. In every newsletter, make sure to include:

___  An edition number and date

___  Complete company contact information

___  An overview of this month’s content

___  A copyright notice

___  An introductory note signed by a human being

___  A way to sign up for the newsletter

___  An “About Us” section