Running your newsletter

Cleaning the list, checking consent, preparing the copy, sending, and counting responses. Velros AI runs the whole email job and hands you the numbers.

Email's return on investment

Opt-out rate

Click rate

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You mean to send it, then skip months, and the list is split across several spreadsheets. In the gap, someone who opted out gets mailed again. Email is still counted the channel with the biggest return on investment (Litmus puts it as high as $36 for every $1), but that return is the story when the list and consent are in order. A mass send to an unkept list isn't a result; it's a risk.

A situation like this, handled like this.

We gather the work as it actually arrives, and record what each step is judged against.

Merge the list

Combine lists scattered in several places into one and remove duplicates. Keep the source of where each address came in.

Judgment Is this the same person, and can the basis to send be confirmed.
Confirm consent status

Attach consent status, when it was given, and opt-out state to the list. Addresses with no basis come off the send target.

Judgment Is this an address we can send to now, or one that needs re-permission.
Prepare the copy

Build this issue's copy and subject candidates from published pieces and news. If it's a marketing send, include a clear opt-out and a valid physical postal address.

Judgment Is this issue informational or marketing.
Hold for send

Attach the target list and the send time and put it in the approval queue. A mass send doesn't go out without approval.

Judgment Do we send with this list, at this time.
Tally responses

Gather clicks, opt-outs, and bounces to ground the next issue's makeup and send time, and update the list state.

Judgment Do we keep this address.

An opted-out address never goes out again, from anywhere.

We settle the exceptions that actually come up before they do. When a rule doesn't fit, we don't force it through. It goes to a person, with the evidence.

Exception An opted-out address is still on another list

Remove it from every list at merge time, and that address stays off the send target automatically even if it comes back in.

Exception An old address whose consent time can't be confirmed

Don't send; separate it as a re-permission target. We don't grant consent on a guess.

Exception An address that keeps bouncing

Separate it from the list so domain reputation doesn't suffer.

A person approves a mass send.

Anything touching money, contracts, personal data, or the brand is drafted and no further. It sends only after a person approves.

Executing a mass send

Once it goes out it can't be recalled, and an opt-out slip-up turns into a legal problem.
Handling a consent exception

The moment you make an exception, it's a send without consent.
Public-facing wording and the subject line

For a marketing send you must include an opt-out and a postal address, and the subject line is the company's claim.
The target and wording of a re-engagement send

A re-engagement request is itself a send and follows the same rules.

How you know it worked

Who clicked, and who left.

Email's return on investment

Up to $36 for every $1 (Litmus, State of Email)

That's the story when the list and consent are in order. It doesn't hold for an unkept list.

Opt-out rate

It's the most honest indicator. When it rises, suspect the content and the frequency before the list.

Click rate

We don't use open rate. Since Apple's Mail Privacy Protection, much of opening is automatic prefetch rather than a person, so there's no reliable baseline.

Rule

For marketing email, CAN-SPAM is opt-out, and it requires accurate headers, ad identification, a valid physical postal address, and an opt-out honored within 10 business days, with a maximum civil penalty of $53,088 per email. There is no subject-line tag and no quiet-hours rule for email, and no re-consent requirement. Marketing SMS is opt-in under the TCPA with prior express written consent. For recipients in the EU or UK, marketing is opt-in under ePrivacy and UK PECR.

There is less that a person has to hold on to.

Once the scattered checks and repeat replies are drafted and sorted, your staff can spend the day on review and exceptions, and you look only at the decisions that matter.

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Today

Checks pile up on a person.

You mean to send it, then skip months, and the list is split across several spreadsheets.

With Velros running it

The work arrives ready to go.

The send schedule is set, the copy and list are ready ahead of time, and a person just approves the send.

On-time send rate Open rate Unsubscribe rate

What people ask before they hand this over

The things people actually check first about Running your newsletter.

Set an open-rate target for us.

We don't. Since Apple's Mail Privacy Protection in 2021, much of the open signal is automatic prefetch rather than a person reading, so open rate is structurally inflated. We can't confirm a reliable B2B baseline, so we judge by clicks and opt-outs.

Is consent a one-time thing.

For US marketing email there's no re-consent clock. CAN-SPAM is opt-out, so you keep honoring opt-outs as they come in. For recipients in the EU or UK, marketing is opt-in under ePrivacy and UK PECR, so keep consent records there, and when a list ages we separate it as a re-engagement target and raise it.

What to sort out next

Positioning and messaging

Positioning and messaging can be joined up the same way, on the channels you already use, from intake through to the approval queue.

Launch checklist completion rate

Running a launch campaign

Running a launch campaign can be joined up the same way, on the channels you already use, from intake through to the approval queue.

Time to spot a change

Competitor and market monitoring

Competitor and market monitoring can be joined up the same way, on the channels you already use, from intake through to the approval queue.

See every workflow

Inquiries, bookings, quotes, order updates. You can compare the work that keeps a person busy, side by side.

We start with the work that keeps a person tied up.

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