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For UK financial advisers use only. This information has not been approved for use with customers. If you are a customer, please go to

Newsletter - step by step guide

Keep your business top of mind so they think of you when they are ready to buy.

  1. Define your newsletter objectives
  2. Ensure that your mailing audience database have opted in to receive email content from you.
  3. Segment your database to maximise your newsletter content relevance and value.

  4. Keep the design simple.

    Note that designs elements may be lost in e-mail filters.

    Seach online for free newsletter formats to use. An example can be found at Adviser-Hub.

  5. Decide how you will despatch your newsletter?

  6. What sort of content should you publish?

    Keep important content ‘above the fold

    Decide if you are going to employ a copywriter or write your own copy.

  7. Spend time and effort on your subject line.

  8. Make sure the headlines, sub-heads and images grab and hold the audience's attention.

  9. Include a ‘forward to a friend’ button.

  10. How should you sign off?

  11. How often should you send the newsletter?

  12. Monitor the success of your newsletter

Make sure you follow the three mandatories of permission marketing.

Archiving your newsletters will help with search engine optimisation (SEO)

Eight things you mustn’t do when sending out your e-newsletters.

When implementing a newsletter campaign you need to be aware of the Privacy and Electronic Communications (EC Directive) Regulations 2003, as amended by the Privacy and Electronic Communications (EC Directive) Regulations 2011.