Compelling newsletter names are a key component of any strong email marketing strategy. And like starting a brand ambassador program, developing a great integrated marketing strategy, or creating interesting Facebook content, you’ll need a plan.

When it comes to naming your e-newsletter, asking some simple questions can boost creativity while averting technical disaster.

No great integrated marketing campaign is complete without email. But does your newsletter have a name? While certainly not a requirement, adding a memorable moniker to newsletter names can help subscribers grow familiar with and even come to expect your monthly or weekly bulletin. Rather than defaulting to the lackluster Brand Newsletter, get creative and really say something about the newsletter’s value. These guidelines should help get the creative juices flowing.

1. Forget newsletter names – are your emails even being delivered in the first place?

Most marketers don’t know a ton about what’s going on behind the scenes when an email blast is sent, and that can mean campaigns aren’t even getting to their intended recipients. In a 2016 study by eMarketer, it was discovered that  40% of all email sent by brands never even gets to recipients’ inboxes, and that info doesn’t show up in email marketing software reports. To avoid these technical issues, use an email provider that forces steps to ensure deliverability. Setup may take a bit longer in the beginning, but its worth the effort. In the same study, the best provider for deliverability was Constant Contact followed closely by Vertical Response.

2. Are you providing any context in your newsletter names?

The best newsletters target niche audiences, and logic tells us that the name should speak directly to that audience. A great example of this is Contently’s weekly newsletter, called The Freelance Strategist: While You Were Writing. This name connects the newsletter back to Contently’s blog, The Freelance Strategist. Plus, that “while you were writing” line reminds subscribers that this newsletter is catered to their specific needs. We’ve update with a more in-depth piece on writing effective email subject lines here.

3. How can your newsletter names be more memorable?

We recommend avoiding the generic Brand Newsletter name because it’s easily forgotten, especially when competing with 500 other emails. Now, Funny or Die’s Weekly F’Bomb would likely be offensive to the vast majority of audiences, so we’re not suggesting that you take this semi-vulgar approach. But there’s just something that makes this newsletter stand out among the rest.

4. Did you try alliteration?

A classic literary device, alliteration can be a bit cliche, but it’s always worth a try. Our weekly newsletter for CMOs is the Digital Dispatch. It’s catchy, and it gets the point across quickly and concisely.

5. Can you incorporate your brand name into newsletter names?

While simply slapping your brand on the newsletter isn’t exactly original, it does add context and provide a nice starting spot for your brainstorming session. HackRocket.com, a resource for early stage mobile developers, sends out a cleverly named weekly newsletter called Rocket Fuel. The name mentions the brand and implies value in one fell swoop.

Struggling to get the creative juices flowing? Try playing off of these synonyms for newsletter:

• broadcast
• issue
• bulletin
• bytes
• lowdown
• report
• digest
• dispatch
• monthly
• updates
• scoop

What good is a newsletter if you have no one to send it to? Use these tips to work toward email list population.