Summary
You’ll have a newsletter you can send on schedule, with a clear reason to open, a plan for who gets what, and an 8-issue runway your team can write without last-minute panic.
We’ll build a newsletter strategy plan you can run with a small team, with segments, an 8-issue calendar, and tracking that answers what’s working. If you decide to move forward, we’ll start with an intake call and a list review.
We start by looking at who is on your list and how they got there. Then we map the subscriber journey, set simple segment rules, and define content buckets your team can reuse. We finish by checking deliverability and tracking, so your first scheduled sends produce numbers you can trust.
Who you are working with
We’re a four-person newsletter shop. We started doing this work after seeing the same pattern across services firms and clinics: a list grows through referrals and events, then the newsletter becomes a monthly scramble and the metrics stop making sense. Our work turns that scramble into a calendar, a few clean segments, and a system your team can repeat.
Clients pick us when they want a plan that connects writing to outcomes. We don’t hand over a slide deck that dies in a folder. We write issue architecture your team can follow, spell out the segment rules in plain language, and tie each email to one job it needs to do, so the numbers tell you what to change next.
The team
You’ll work with the same four people throughout, and you’ll know who owns each part of the plan.
Team
Hannah Delaney, Newsletter strategist. Hannah leads the strategy, runs the discovery workshop, and turns goals into a simple brief your team can write against.
Marcus Reed, Lifecycle and segmentation lead. Marcus builds the lifecycle and segmentation plan, including welcome, nurture, and re-engagement, with rules your tools can actually run.
Priya Shah, Deliverability and analytics. Priya handles deliverability and measurement, checks SPF/DKIM/DMARC, and sets up tracking so opens and clicks mean what you think they mean.
Owen Castillo, Editorial planner. Owen designs the issue architecture and the first 8-issue calendar, with sections and send windows your team can stick to.
Recent projects
Here are a few newsletter strategy plans we’ve built for teams that needed steady sends and fewer last-minute drafts.
Portfolio
Clinic newsletter reset. Rebuilt segmentation and issue structure so the team could stop rewriting from scratch. Shipped an 8-issue calendar and a welcome series that matched the clinic’s core services.
Multi-location practice lifecycle build. Created lifecycle emails for new signups and lapsed subscribers, then added content buckets the marketing manager could assign to subject matter experts without heavy edits.
Professional services editorial system. Designed issue sections and a cadence the team could maintain during busy seasons. Built a dashboard spec so reporting didn’t rely on screenshots and guesswork.
“We finally had a newsletter plan our team could follow every week.”
Marketing manager, a growing professional services firm
Discovery workshop summary
A written summary of your audience, goals, offers, and constraints, plus the decisions we made together so your team has one source of truth.
LIFECYCLE AND SEGMENTATION PLAN
A clear plan for welcome, nurture, and re-engagement, including triggers, timing, and segment rules written so someone can implement them in your email tool.
ISSUE ARCHITECTURE
A repeatable newsletter layout with sections, purpose of each section, and guidance on length and links, so each issue has a shape before anyone writes.
8-issue editorial calendar
A calendar for your first eight sends with themes, content buckets, and suggested calls to action, designed for a small team to draft on schedule.
SIGNUP AND LEAD MAGNET PLAN
A plan for how people join your list, including form placement, popup logic, and landing page guidance, plus the lead magnet angle that matches what subscribers want.
DELIVERABILITY AND MEASUREMENT PLAN
A deliverability and list hygiene audit with SPF/DKIM/DMARC checks, plus KPI definitions, dashboard spec, and a testing cadence your team can keep up with.
What it costs
Pick the tier that matches how much clarity you need across segments, calendar, and deliverability. All prices cover one newsletter strategy plan.
Priced items
Next steps
If you want to lock in the newsletter strategy plan, signing is the first step and we’ll send the booking invoice the same day.
1. Sign this proposal to reserve your start date. 2. Pay the 50% booking invoice within 14 days. 3. Join the intake call and share access or exports for the list review.
CAN YOU WORK WITH WHAT’S ALREADY IN MAILCHIMP/HUBSPOT/KLAVIYO?
Yes. We work inside what you already have, and we write the plan so it maps to the features your tool supports. If something you want depends on an upgrade or an add-on, we’ll flag it early and give you a simpler option.
HOW OFTEN SHOULD WE SEND WITHOUT ANNOYING PEOPLE?
We pick a cadence your team can hit consistently, then match the content to that rhythm. For most teams, the “too much” problem comes from mixed audiences and unclear value, not the calendar itself.
Signature
Fee summary
What do we actually put in each issue besides news?
We build content buckets that are easy to repeat, like one practical tip, one short story from the work, and one clear next step. The issue architecture makes space for these sections so you are not reinventing the format each time.
DO WE NEED TO CLEAN THE LIST BEFORE WE START?
Usually, yes, but we don’t guess. Priya reviews bounces, complaints, and engagement patterns, then recommends a cleanup approach that fits your risk tolerance. We also check authentication so you are not fighting deliverability while you launch.
Payment
To book the work, the invoice for 50% is due when the proposal is signed. The remaining 50% is invoiced when the finished newsletter strategy plan is handed over. Invoices are payable within 14 days.
Schedule. We’ll set the working sessions and review dates on the intake call. Timing depends on how quickly we receive access, exports, and approvals. If a meeting moves, we’ll offer the next two available time slots.
Your inputs. Before we start mapping journeys, we’ll ask for platform access or exports, recent campaign metrics, and any existing intake forms and landing pages. Delays in these inputs shift the timeline by the same amount.
Changes. If you want to add scope after we start, we’ll write it down in a short change note with the added price and timing. We’ll only begin the added work after you approve that note in writing.
Tool fit
We work inside what you already have and write the plan to match your tool’s features. If a recommendation depends on an upgrade or add-on, we’ll flag it and include a simpler option you can run now.
Access and data. If you grant us account access, we use it only to review settings, forms, and reporting needed for the plan. If you prefer not to share access, we can work from exports and screenshots you provide.
Ownership. Once the final invoice is paid, you own the newsletter strategy plan and can use it internally with your team and vendors. We keep the underlying working files and checklists we use to produce it.
Confidentiality. We treat your subscriber data, metrics, and internal notes as confidential. We don’t share list exports or account screenshots outside our team of four, and we’ll delete client-provided exports if you request it in writing.
