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Description

Newsletters: Defining Your Editorial Line, Producing Content and Retaining Subscribers

Build a regular newsletter that recipients genuinely open and read

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Newsletters are often launched with enthusiasm and then quietly abandoned. Content runs dry by the third issue, open rates decline and no one is quite sure who the publication is written for. It becomes an obligation that consumes time without producing any visible effect.

This 14-hour programme rebuilds the process from the editorial line through to sending. Participants define their promise, their publishing rhythm and their sections, then write subject lines and opening hooks before laying out a complete issue. The second day covers list management and results analysis.

Learning objectives

  • Define the editorial promise and sending rhythm of a newsletter
  • Build a reusable section plan that carries from one issue to the next
  • Write subject lines and hooks that trigger opens
  • Lay out an issue that reads well on both mobile and desktop
  • Analyse sending metrics to adjust subsequent issues

What makes this programme different

A complete issue designed, laid out and tested during the session
A section calendar covering the next six sends
A subject line rewriting workshop compared through an internal send test

Programme

1Framing the Newsletter

Promise, recipients and rhythm

  • Defining the promise made to the reader
  • Describing recipients and their expectations
  • Choosing a rhythm that is sustainable over time
  • Building the section plan

2Producing the Content

Topics, writing and visuals

  • Building a reserve of topics
  • Concise writing suited to skim reading
  • Writing subject lines and opening hooks
  • Selecting and preparing images

3Layout and Sending

Design, lists and deliverability

  • Structuring an issue that reads well on mobile
  • Basic settings of a sending platform
  • Managing lists, consent and unsubscribes
  • Pre-send tests and final checks

4Measuring and Sustaining

Metrics, corrections and organisation

  • Reading open and click-through rates
  • Identifying issues that underperform
  • Deciding corrections to subject lines and sections
  • Internal organisation of issue production

Who is it for

Communication officers, community managers and association or non-profit managers responsible for a newsletter.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.