Newsletter
Talking to the inner circle.
Strategy
Out of all the outbound marketing channels available to us, email is the most inline with our approach – slow, steady and direct.
Most of Picket's connections begin and end with a partner. We think it's fitting that the newsletter comes across as a communication from the people in the company and not the company itself. The newsletter content and it's form aim to be as personable as possible, while still being dressed in Picket clothing.
Shape and cadence
The newsletter is divided into three sections:
Greeting
Main Article – ~500 words on a topic of your choosing
#recommends – A couple of interesting factoids from around the way
A new edition is sent out to the public every Friday fortnight. We'll be doing well if we're sending out ~20 newsletter in a year.
How the sausage gets made
The editor for the upcoming edition is in charge of getting the newsletter into shape and out the door. The editor is a revolving role filled by either Dave or Vito for the month (2 editions). The editor's main tasks are the following:
Write the greeting
Ensure there is a main article as well as any required images
Collate the #recommends
Chair the EDM WIP for that edition
Dave takes the reins on writing the majority of the main articles. Vito does the same for the #recommends. Obviously there is leeway here, for example Cam might want to write an article. Whatever works best for the edition, editor and contributors.
The draft is finalised at the EDM WIP meeting, a day prior to the editor sending it out to the public.
Once the draft has been finalised, the editor can now "craft" the email in MailChimp. Technically, this is what that looks like for the editor:
Create a campaign from the "Picket Newsletter" template for your audience
Add/Replace content
Send a test email to Dave and Vito
Amend any grammar/styling errors/bugs
Replicate campaign for the other audience
Send a test email to Dave and Vito
Amend any grammar/styling errors/bugs
⌘ Send
You may be confused about the duplicate campaigns. We can explain. For now, we create two campaigns for each edition. The two campaigns differ by audience owner. Each campaign is sent from the account owner's personal email address with the audience segmented by audience owner. This is to ensure each subscriber receiving the newsletter feels as connected as possible to Picket and has the biggest incentive to continue receiving, reading and hopefully recommending it.
Send a final email check to Dave and Vito. If it's all good, send out to the public.
TODO
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