- Look at your current newsletter and identify what's lacking. If you are working with a committee, ask each person to come to the brainstorming session with a current newsletter marked up with their suggestions. At this stage, all ideas are welcome and all will be considered.
- At the first meeting, review all suggestions then talk about big-picture goals:
- over-all look and feel
- new functionality
- high-level goals (broader content, broader reach)
- At the end of the first meeting, task each member to bring back at least 1 example of a newsletter that they admire. It doesn't necessarily need to be a legal e-newsletter. Want some inspiration? Go to the PRSA Silver Anvil Awards site or LMA Awards site.
- At the second meeting, finalize design, content.
It may take a few more meetings, depending upon how detailed you want to get. But remember, when breaking up your goals, make sure that they are SMART goals: specific, measurable, achievable, realistic and time-framed.
And make sure to measure the success of your redesign. Take a benchmark of your current newsletter so you can see how well your new design works and whether you may need to tweek it.
Track results too, to demonstrate a real ROI.
The great thing about e-mailed newsletters is that they are web-based and fluid so they can be easily updated from issue to issue.