Lynn can set up the initial account, with either an RSS feed from the website or individual email blasts. She helps the client determine a strategy for their newsletters and a calendar for publication. She creates consistent branding throughout the campaigns and personalizes the emails that are sent after sign-up. She works with the client to make the experience optimal for the subscriber, which might mean offering a bonus for signing up, or managing a drip campaign. She also analyzes the open and response rates, clickthroughs and bounces for the most effective results.