Newsletters are one of the most effective communications tools organisations have, offering direct access to engaged audiences: they can build loyalty, inform, persuade and mobilise audiences.
But most newsletters fail because they’re inconsistent, poorly designed or because they treat readers as broadcast targets rather than communities. A strong newsletter requires strategy, editorial discipline and an understanding of what drives engagement. I develop and deliver newsletters that people actually read – from strategy and structure to writing, design direction and growth.
What this includes
- Newsletter strategy — defining purpose, audience, tone, frequency and success metrics
- Editorial planning — developing content themes, calendars and ongoing editorial frameworks
- Writing and editing — producing clear, compelling content that informs and engages
- Design direction — working with designers to create accessible, on-brand layouts
- Growth and engagement — building subscriber bases and improving open rates, click-through and retention
- Technical setup — platform selection, templates, automation and analytics
Newsletter strategy: why it matters
Newsletters can be used to keep stakeholders informed, demonstrate expertise, and create ongoing dialogue with communities, clients, partners and supporters. Done well, they become essential reading; done badly, they’re ignored or unsubscribed from.
Track record
I’ve run newsletters across sectors from journalism, travel publishing to architecture and planning. I’ve grown newsletters from scratch, relaunched newsletters with new designs, growing subscriber bases and radically improving open and click rates, and established newsletters as key engagement tools for major projects.
The Phoenix newsletter became the primary communications channel for a contentious regeneration project, helping build local and national support through transparent, accessible updates that kept communities and stakeholders informed throughout the planning process.
I start by understanding your objectives and audiences. From there, I develop editorial strategy, establish tone and structure, and either deliver newsletters directly or work with your team to embed best practice. I focus on sustainable, repeatable systems, not one-off interventions.
Get in touch to discuss newsletter strategy →
ADDITIONAL SERVICES
Audits & analysis
In-depth reviews of websites, social media, publications and stakeholder engagement – identifying strengths, gaps and opportunities with actionable recommendations. Learn more →
Strategy & planning
Evidence-based frameworks defining audiences, messaging, campaigns and tone of voice – from stakeholder mapping to editorial calendars. Learn more →
Planning & development communications
Strategic support through the planning process – stakeholder engagement, community consultation, Design & Access Statements and political messaging. Learn more →
Content creation & creative direction
Websites, reports, campaigns, social media and publications, delivered with clarity, consistency and creative rigour across all formats. Learn more →
Workshops & training
Bespoke training in messaging, writing, social media, stakeholder engagement and planning communications for teams in the built environment. Learn more →
