The newsletter production process, from brief to report

Receive or request a client brief

Confirm audience, goal, frequency, tone, and any mandatory inclusions before production begins.

Review the subscriber list status

Verify the list is permission-based and client-managed. Do not accept a production scope for lists of unknown origin.

Align on format and platform

Confirm the email platform the client uses and the section structure expected for each issue.

Set the production calendar

Agree on draft-delivery, feedback, and send dates for the current and upcoming issues.

Select newsletter themes and sources

Based on the brief, identify topic angles and reference material the client will find valuable.

Draft with AI assistance

Use AI drafting tools to produce a first draft quickly, then apply editorial judgment to match the brand voice.

Structure sections for readability

Arrange content into a clear hierarchy: subject line, preview text, header, body sections, and a clear call to action.

Deliver draft for client review

Share the draft in a format the client can comment on, with a clear deadline for feedback.

Verify unsubscribe link

Confirm the unsubscribe mechanism is present, visible, and functional before assembly.

Confirm sender identity

Check that "From" name, sending domain, and reply-to address are consistent and recognizable to subscribers.

Apply list-hygiene guidance

Flag any obvious list-hygiene concerns (such as unprocessed bounce reports) and recommend action to the client.

Document compliance sign-off

Record that consent and sender-identity checks were completed as part of your QA documentation.

Run the pre-send checklist

Work through a structured 12-point checklist covering links, images, alt text, subject line length, and preview text.

Test across devices and clients

Confirm rendering on mobile and desktop, and in at least two common email clients.

Fix issues and re-test

Resolve any display, link, or content issues and re-run the affected checklist items before handoff.

Write a QA sign-off note

Document what was tested and when — a brief note the client can keep for their records.

Hand off the final send-ready file

Deliver the approved, QA-passed newsletter to the client in their preferred format, along with the QA sign-off.

Prepare a post-send report

After the client sends, compile a brief report covering send volume, open-rate context, notable clicks, and any delivery flags.

Propose next-issue scope

Use the post-send conversation to confirm the scope for the next issue and keep the retainer relationship active.