How to Create a Email Newsletter Send for Manufacturing
A procedure for creating, reviewing, testing, and sending email newsletters to subscriber lists while maintaining deliverability and compliance with anti-spam regulations.
Purpose
To deliver engaging and valuable email newsletters to subscribers on a consistent schedule, driving engagement, traffic, and conversions while maintaining list health and regulatory compliance.
Scope
Covers all recurring email newsletters sent to subscriber lists, including content curation, design, testing, distribution, and performance tracking.
Prerequisites
- Email marketing platform configured with subscriber lists and sending domain
- Approved newsletter template aligned with brand guidelines
- Content prepared and approved for the current edition
- Compliance with anti-spam legislation including unsubscribe mechanisms
Designed to support ISO 9001 quality management, workplace health and safety regulations, and environmental compliance reporting under Australian standards.
Step-by-Step Procedure
Curate Newsletter Content
Select and organise the content to be included in the newsletter edition based on the content plan and audience interests.
- 1.1Review the content plan for this newsletter edition
- 1.2Select articles, announcements, and resources to include
- 1.3Write the newsletter introduction and any editorial commentary
Build the Newsletter
Assemble the newsletter in the email marketing platform using the approved template, adding content, images, and links.
- 2.1Build the newsletter in the email platform using the approved template
- 2.2Add content blocks, images, and calls to action
- 2.3Insert all links with appropriate tracking parameters
Review and Proofread
Review the newsletter for content accuracy, grammar, broken links, and visual rendering before testing.
- 3.1Proofread all text for grammar and accuracy
- 3.2Verify all links point to the correct destinations
- 3.3Check that images display correctly and have alt text
Send Test Emails
Send test versions of the newsletter to internal reviewers to check rendering across different email customers and devices.
- 4.1Send test emails to the internal review distribution list
- 4.2Check rendering on desktop and mobile email customers
- 4.3Verify the subject line, preheader text, and sender name display correctly
- Test on the top three email customers used by your subscriber base
Obtain Final Approval
Get final approval from the marketing manager after the test review is complete.
- 5.1Address any issues identified during the test review
- 5.2Submit the final version for marketing manager approval
- 5.3Obtain sign-off to proceed with the send
Schedule or Send the Newsletter
Schedule the newsletter for the optimal send time or send immediately if the timing is appropriate.
- 6.1Select the subscriber list and verify the segment count
- 6.2Confirm the send time based on audience engagement data
- 6.3Schedule or initiate the send
Monitor Performance
Track newsletter performance metrics including open rate, click rate, and unsubscribe rate to assess engagement.
- 7.1Monitor shipment rate and bounce rate within the first few hours
- 7.2Track open rate and click-through rate over the following days
- 7.3Record unsubscribe rate and any spam complaints
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Percentage of subscribers who open the newsletter, indicating subject line effectiveness and audience engagement.
Percentage of subscribers who click on a link in the newsletter, measuring content relevance and call to action effectiveness.
Percentage of subscribers who unsubscribe after receiving the newsletter, indicating content satisfaction.
Frequently Asked Questions
What anti-spam regulations apply to newsletters?
In Australia, the Spam Act requires that commercial electronic messages identify the sender, include a functional unsubscribe mechanism, and are only sent to recipients who have consented. Similar regulations apply in other jurisdictions.
How often should newsletters be sent?
Newsletter frequency depends on the audience expectations and the volume of content available. Weekly or fortnightly is common. Consistency is more important than frequency; avoid sending erratically.
What is a good open rate for email newsletters?
Average open rates vary by industry but typically range from 15 to 25 percent. Rates above the industry benchmark indicate strong subject lines and audience engagement. Focus on trends over individual sends.
How do we maintain a healthy email list?
Regularly clean the list by removing bounced addresses and inactive subscribers. Use double opt-in for new subscribers. Segment the list to send relevant content. Honour unsubscribe requests promptly.
Want this customised for YOUR business?
We'll tailor every step to your exact operations, tools, and team structure.