--- title: Write a partner newsletter description: Kite gathers what changed for your partners this month, writes a newsletter that gives resellers and referral partners something to use with their customers, sends it through Mailchimp or Brevo once you approve it, and plans the occasional partner webinar that keeps them selling. slug: /use-cases/partner-newsletter page_type: use-case lead_prompt: How do I write a partner newsletter with AI? target_prompts: - Can an AI marketing agent write a partner newsletter? - What should go in a monthly partner newsletter? - How do I keep resellers engaged between deals? - How do I plan a webinar for our partners? - How often should I communicate with channel partners? entity: Kite category: AI marketing agent author: Devon Wells and Kite date_published: '2026-11-03' date_modified: '2026-11-03' related_integrations: - /integrations/mailchimp.md - /integrations/brevo.md related_playbooks: - /how-to/schedule-webinar-invitation-and-reminder-emails-in-mailchimp.md - /how-to/create-a-custom-ai-agent-for-a-recurring-marketing-job.md --- # Write a partner newsletter ## Key Takeaways - A partner newsletter keeps resellers and referral partners selling when every issue gives them something they can use with a customer that month, such as a price change, a new talking point, a win they can retell, or a deadline for a program they're in. - Kite builds each issue from what it already knows about your products, your partner program's rules, and the work it did this month. You can add anything it missed in a sentence or two. - Kite writes the issue in your voice, can write a separate version for each kind of partner, and sends it through Mailchimp or prepares it in Brevo once you approve it. - Because every reader on a partner list works at a business you know, Kite reads who opened and clicked each issue and tells you which partners have gone quiet, so you can reach out before they drift away. - For partner webinars, Kite picks the topic from what partners have been asking, builds the registration page, writes the invitations and reminders, and sends attendees and no-shows the follow-up that fits them. ## Why partners go quiet between deals Resellers, agencies, and referral partners sell many products besides yours. When they only hear from you during a deal, your product slips down their list, and the next time a customer asks for something like it, they recommend whichever vendor they heard from last. A regular partner newsletter fixes this, but only if partners find it useful. A partner newsletter is a different job from a customer newsletter. Customers want to know what your product can do for them. Partners want to know what helps them sell, install, or recommend it. That means the useful items are things like a new discount tier, a change to how deals get registered, an answer to the question their customers keep asking, or a story about a deal another partner closed. The work behind each issue is what makes it hard to keep going: - Someone has to collect what changed for partners this month, from pricing and product news to program deadlines. - Someone has to decide which of those changes affect how partners sell, and leave out the rest. - Someone has to write it so a busy partner can use it in two minutes, and send it to the right partner list. - Someone has to notice which partners stopped opening it and follow up with them. On a small team, partner marketing is usually one part of one person's job, so the newsletter goes out late or not at all. This work suits an AI agent that already follows your business, because the material and the editorial judgment come from knowing your products and your partner program well. Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. For your partner program, Kite writes and sends the newsletter, plans the occasional partner webinar, and keeps track of which partners are paying attention. Here's how it works. ## How Kite writes your partner newsletter and keeps partners selling Kite starts with what it already knows about your company and your partners. Your team's knowledge base holds your products, pricing, positioning, and brand voice. It can also hold the rules of your partner program, such as your partner tiers, margins, deal registration process, and co-marketing funds, along with a profile of each partner you work with. From that, Kite gathers what changed for partners this month and chooses the few items that will help them sell. It writes the issue in your voice and shows you the draft with its plan for the issue. Once you approve, Kite sends it through Mailchimp or prepares it in Brevo for your team to send. After the issue goes out, Kite reads which partners opened it and what they clicked, and tells you who has gone quiet. Every few months, it can also plan a partner webinar that goes deeper on a topic your partners keep raising. You can ask for one issue at a time or put the newsletter on a schedule. ### Gather what changed for your partners this month Kite collects the month's partner news from places that already record it, so you don't have to write a list of updates first. Most of the material comes from Kite's knowledge base and its own work: - **Product and pricing changes.** New products, features, integrations, and price changes your team has told Kite about or that Kite recorded while updating your website. - **Program changes.** Updates to tiers, margins, deal registration, or co-marketing funds, along with deadlines partners need to know. - **New sales material.** The case studies, comparison pages, and one-pagers Kite published or wrote this month that partners can send to their own customers. - **Partner questions.** Questions partners asked your team, which you can forward to your team's Kite email address as they come in. Kite can also read your connected tools. If your CRM records which partner brought in each deal, Kite can read those deals to find this month's partner wins. If your team keeps its engineering work in GitHub or Linear, Kite can see what shipped. If you add Kite to Slack, it also reads your channels every half hour, so a partner win announced in your sales channel doesn't get lost. You can fill in anything else in plain words. You might say, "Our annual plan goes up 10% on December 1, and partners can lock in the old price for deals registered before then." ### What should go in a monthly partner newsletter? A monthly partner newsletter should include a few items that help partners sell this month, led by whatever changes how they handle the deals they're working on now. Kite picks those items for each issue and leaves out news that only matters inside your company. Kite ranks the material by how much it changes what a partner does next. A price change or a new deal registration deadline comes first, because it affects deals already in progress. A talking point that answers a common customer question comes next, because partners can use it on their next call. A story about a deal another partner won comes after that, because it shows partners how to position your product. Hiring news, office moves, and most feature updates stay out unless partners have asked about them. Say your month included a price increase starting December 1, a new integration your partners' customers have been asking for, a case study from a customer one of your resellers brought in, two partners asking the same question about migrating customers from a competitor, and a new product marketing hire. Kite might build the issue like this: 1. The price change, with the date, what it means for open deals, and how to lock in the current price. 2. A short answer to the migration question that partners can repeat to customers, with a link to the full guide. 3. The new integration, written as a reason for partners to call customers who asked for it. 4. The case study, told as a story partners can retell, with a link they can forward. 5. An invitation to next month's partner webinar. The new hire stays out of the newsletter. Kite also checks what earlier issues covered, so the same item doesn't lead twice. Kite follows the rules of your partner program while it writes. If your program doesn't allow you to name a partner's end customer without permission, Kite leaves the name out of the win story. When you correct Kite, for example by telling it never to mention discounts in the general newsletter, it records that as a rule for your partner newsletter. Once the rule is confirmed, it shapes every issue after it. Kite shows you its plan beside the draft. The plan names what the issue is for, the items it includes, and the one thing it wants partners to do. You can swap an item in or out with a reply. ### Write a version for each kind of partner Different partners need different newsletters, and Kite can write a separate version for each group instead of one issue that tries to suit everyone. A reseller cares about margins, pricing, and deal registration. A referral partner cares about what to say when a customer asks for a recommendation. An integration partner cares about product changes that affect its own product. Kite splits your partner list by type or by tier and adjusts each version to fit. A top-tier reseller might get the co-marketing fund deadline and a note about next quarter's product plans, while a referral partner gets a shorter issue with one story and one link. The shared items, such as a price change, appear in every version. In Mailchimp, Kite tags each partner contact with their partner type or tier and sends each version to its own segment. In Brevo, Kite can create a list for each group in the folder you choose, and it attaches the right list to each campaign. New contacts reach Brevo through your own forms and imports, so your team adds partners to those lists. ### Send the newsletter once you approve it Kite sends the partner newsletter through the email product where your partner list already lives. How the send works depends on that product: - **In Mailchimp,** Kite creates the campaign, chooses the partner audience or segment, and sets the subject line, preview text, and sender name. It runs Mailchimp's send checklist, sends you a test so you can read the issue in your own inbox, and then schedules or sends it once you approve. - **In Brevo,** Kite writes the issue into an email campaign you've started in Brevo, sets the subject line, and attaches the right partner lists. It checks which sender addresses your account allows. Your team then sends or schedules the campaign from Brevo. Kite asks for your approval before it sends an email, so every issue waits for you to read it first. You approve with the Approve button or a reply, in the Kite web app or in Slack. Once you trust how Kite writes your partner newsletter, you can give it more autonomy, and each issue goes out on schedule without waiting for you. ### See which partners are reading and which have gone quiet A partner list is small, and every person on it works at a business you know, so the newsletter's results tell you how each partner relationship is doing. Kite reads those results partner by partner, not just as an overall open rate. In Mailchimp, Kite reads who opened each issue, which links each person clicked, and who unsubscribed. It matches each contact to the partner company they work for, so it can tell you, for example, that eight of your forty resellers haven't opened the last three issues, and that two of them used to click every pricing update. Kite can then draft a short personal note to each quiet partner, such as a check-in that mentions the price change and offers a call. It sends those notes from your team's Kite email address once you approve them. The clicks also shape the next issue. If most partners clicked the migration answer and almost nobody clicked the integration news, the next issue leads with another talking point. In Mailchimp, Kite can also resend an issue with a new subject line to the partners who didn't open it the first time. In Brevo, Kite reads each campaign's opens, clicks, bounces, and unsubscribes and uses them to plan the next issue. Kite records what it learns about your partners, such as which kinds of items they click, in your team's knowledge base, so each issue starts from what has already worked. ### How do I plan a webinar for our partners? Plan a partner webinar around one topic that helps partners sell, such as a product launch, a new pricing model, or the objections their customers raise most, and hold it every quarter or whenever a change is too big for a newsletter item. Kite plans the webinar and handles the marketing around it, while you host the session in the webinar platform you already use. Kite picks the topic from what partners have asked and clicked. If three partners asked about migrations this month and the migration answer was the most clicked item in the newsletter, a session on running a migration is a strong choice. Kite then writes the agenda and the run of show, including who speaks, what each segment covers, and which questions to prepare answers for. Before the session, Kite does the promotion: - **A registration page.** On a website Kite hosts, it builds a page with the session details and a form, and it can send each signup to your Mailchimp audience with a tag for the webinar. - **Invitations and reminders.** Kite writes the invitation and the reminders, and in Mailchimp it creates and schedules them in your account. - **A spot in the newsletter.** Kite adds the invitation to the partner newsletter that goes out before the session. After the session, Kite compares the registration list with the attendance list. If you host on Zoom, it can read both from your connected account, and otherwise you can share the attendee export with Kite. It sends attendees a recap with the recording and sends no-shows a short summary of what they missed. The main points from the session also become an item in the next newsletter, so partners who skipped both emails still see them. For the full approach to webinar promotion and follow-up, see [Promote and follow up on a webinar](/use-cases/webinar-promotion-and-follow-up.md). **Related How-to pages** - [How to schedule webinar invitation and reminder emails in Mailchimp](/how-to/schedule-webinar-invitation-and-reminder-emails-in-mailchimp.md): Sets up the invitation and each reminder as scheduled campaigns timed backward from your session, which is useful when your partner list lives in Mailchimp. ### Keep the newsletter going on a schedule Kite can run the partner newsletter on a schedule, so a finished draft arrives for your approval at the same time every month. You agree on the job and the timing once, such as "Draft our partner newsletter on the first Monday of every month." Each month, Kite starts a fresh run, gathers that month's partner news, and delivers the draft where you choose. That can be a Slack channel, an email from your team's Kite address, or a conversation in the Kite web app. If you want a dedicated worker for the job, Kite can build a custom partner newsletter agent. The agent gets its own instructions for your newsletter, such as always opening with anything that affects open deals and always closing with the next partner event. It uses only the skills the job needs and reads your team's knowledge base on every run. **Related How-to pages** - [How to create a custom AI agent for a recurring marketing job](/how-to/create-a-custom-ai-agent-for-a-recurring-marketing-job.md): Has Kite build an agent with its own instructions and skills, then run it on a schedule with the delivery and approval rules you choose, which suits a monthly partner newsletter. ## What you get - **A monthly list of partner news.** The product, pricing, and program changes, new sales material, partner questions, and partner wins from the month, gathered in one place. - **A plan for each issue.** What the issue is for, the items it includes, and the one thing it asks partners to do, shown beside the draft. - **A finished newsletter for each kind of partner.** Each version is written in your voice for resellers, referral partners, or integration partners, with its subject line and preview text. - **An issue sent to the right partners.** The approved newsletter is sent or scheduled through Mailchimp, or written into your Brevo campaign for your team to send. - **A partner engagement report.** It shows which partners opened and clicked each issue and which have gone quiet, with a draft check-in note for each quiet partner. - **Partner webinars when you need them.** The topic, agenda, registration page, invitations, reminders, and follow-up for each session. ## How to get started Start by telling Kite about your partner program in plain language. You might say, "We have about forty resellers and a dozen referral partners. Start a monthly partner newsletter and send me the first draft next week." You can work with Kite in the Kite web app or in Slack. Kite asks about anything it needs to know and doesn't already, such as your partner tiers, your deal registration rules, and anything partners are not allowed to share. It records those answers in your knowledge base. Then it sends you a plan for the newsletter, covering who gets which version, how often it goes out, and what the first issue covers, along with the first draft. If you've sent partner updates before, point Kite to them, and it will build on what partners already know. Kite can draft your first issue with nothing connected. To send it, connect the email product that holds your partner list. Mailchimp connects when you sign in to your account and approve the connection, and Brevo connects with an API key from your Brevo account settings. Connect your CRM if you want Kite to find partner wins from your deals. Kite asks before it sends each issue. Once you trust its partner newsletters, you can let them go out on schedule without your approval. ## Integrations used to write a partner newsletter Your partner newsletter goes out from the email product where your partner list already lives. Kite connects to that product to keep partners sorted by type or tier, send each issue to the right group, and read who opened and clicked afterward. ### Send the newsletter to your partners - [Mailchimp + Kite](/integrations/mailchimp.md): Kite tags partners by type or tier, creates a campaign for each segment, sends you a test, and schedules or sends the issue once you approve it. Afterward, it reads who opened and which links each partner clicked, and it can resend the issue to partners who didn't open it. - [Brevo + Kite](/integrations/brevo.md): Kite creates a list for each group of partners, writes the issue into your Brevo campaign with the right lists attached, and reads the opens, clicks, and unsubscribes after your team sends it. ## Common questions ### How often should I communicate with channel partners? Most small partner programs do well with a monthly newsletter and a partner webinar every quarter. Monthly is often enough to stay on a partner's mind and rare enough that every issue has something useful. Anything that changes a deal in progress, such as a price increase or a product being retired, should go to partners right away in its own email rather than wait for the next issue. Kite can draft that one-off email the day you tell it about the change. ### How do I keep resellers engaged between deals? Keep resellers engaged by giving them a reason to talk to their customers about your product even when no deal is open. That usually means a talking point that answers a common customer question, a story about a deal another reseller won, or a deadline that rewards acting now. It also helps to notice when a reseller stops responding and reach out personally. Kite does both. It writes each newsletter around what helps resellers sell, and it tells you which resellers have stopped opening it so you can check in. ### Is there a template for a partner newsletter? A simple structure works for most partner newsletters: - Lead with anything that changes how partners handle open deals, such as pricing or program updates. - Follow with one talking point that answers a question their customers ask. - Include one partner win, told so other partners can retell it. - Link to any new sales material partners can send to their customers. - Close with the next partner event or deadline. Kite starts from this structure and adjusts it to your program. Once you've sent a few issues, it changes the order based on what your partners actually click. ### Should partner news go in our customer newsletter? No. Customers and partners want different things, so they need separate newsletters. Partner news like margins, deal registration, and co-marketing funds would confuse customers, and customer news usually isn't specific enough to help partners sell. Kite can run both from the same material. A new integration, for example, becomes a feature story in the [company newsletter](/use-cases/company-newsletter.md) and a reason to call customers in the partner newsletter. ### Can Kite also create the sales material that partners share? Yes. Kite writes case studies, comparison pages, and one-pagers that partners can send to their own customers, and the newsletter links partners to each new piece. A full partner kit, with talking points, email templates partners can send, and an installation checklist, is covered in Create a partner enablement kit (coming soon). If you're still recruiting partners, [Write partnership outreach emails](/use-cases/partnership-outreach-emails.md) covers the first emails to companies you want to work with.