Create a Newsletter —
Developing, testing & launching new newsletters

There are 4 key components of developing new newsletters. Click on each for more detail:

Uncovering new newsletter opportunities

• What marketplace?
• What conditions exist there?
• How many and how strong are newsletter competitors?
• How many prospect names (& of what quality) can you find?
• How strong is your name in this field?

Quantifying their potential

• Profitability determinants
• What computer models can tell you

Testing new newsletter ideas

• Direct mail vs. e-mail, fax and telephone tests
• Best months for testing and rolling out
• Mailing patterns for newsletters
• Decline in response rates from the test

Rolling out successful tests

• Who should run the rollout? Should current staff handle it, or should it go outside?
• Will you get your test response numbers on a rollout?

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