Identify 3 to 5 real people who will receive the newsletter and use them as a decision model for designing it. Ideally, you can select audience members representing the typical, least and most receptive extremes of the analysts tracking your firm. As you design and execute the program, continually look at it from each of their perspectives to understand its impact and appeal. You can take this one step further and ask them to evaluate your newsletter. Limit external readership to industry analysts.
Query applicants on their jobs, needs and expectations at opt-in.
Politely point other types of would-be subscribers to more appropriate communications vehicles. Only allow known, qualified industry analysts to view archived newsletters on your website. Actionable Objectives Be clear about the reasons you're publishing the newsletter. Articulate objectives in such a way that you can measure results. Because this is such a basic step, many firms overlook it altogether.