Company newsletter

What is a company newsletter?

A business newsletter is sent to a specific audience and used by the organization for internal and/or external communication. Newsletters are most commonly distributed electronically today, i.e. by email. It’s much less common to see printed newsletters. A newsletter is sent to people on a fairly regular basis, like once a week, once a month, or once every three months. It includes information about activities, the latest news and updates about the company. Business newsletters are delivered to employees, subscribers, customers, community members and target audiences. 

Company newsletter – how to get started?

Well, your company has decided to start sending out a newsletter. How do you start getting ready for the mailing to make the whole process smooth and effective? 

• Define your target audience – no way forward Without defining exactly who you are targeting with your newsletter, you will have a hard time going through the next steps (such as choosing a topic).
• Choose a topic – think about why you want to distribute a newsletter (e.g., gaining new customers, building your brand image, increasing engagement among existing customers) and choose your newsletter topics based on that. 
• Determine the language of communication – consider whether the mailing should be "serious" or whether you want to present yourself from a slightly different, more casual side. In any case, remember that the style should resonate with the brand's tone of voice and be tailored to the target audience.
• Designate the person(s) responsible for the newsletter – research, creating content, graphics, scheduling mailings, answering emails – these are labor-intensive activities that require the right skills as well.
• Choose a tool – you'll find many mass mailing platforms on the market, such as MailChimp or GetResponse. Take your time to review the functionalities and choose the solution that best meets your expectations and requirements. 

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How to create a successful newsletter for your business? 

Do you want your newsletter to have a high Open Rate and a steadily growing readership? Follow these tips:

Deliver real value

This is a key element of good, well-read newsletters. If you make your newsletter an advertising billboard, Open Rate will definitely not be at a high level, and the number of unsubscribes will increase. A newsletter should provide readers with valuable content, e.g. useful knowledge, tips, advice – they will then be eager to open your emails. This doesn't mean you have to completely abandon advertising content, but you should be smart about it. A newsletter can be a great tool to communicate about exclusive promotions, discounts, etc.

Remember regularity

Even if recipients like your newsletter, but get it in their email inboxes irregularly – sometimes once a week, sometimes once a month – you may find that they open the emails less and less often. How often to send a newsletter? There is no universal rule here – it depends on your goals or resources. It's preferable to send emails less frequently, like once every two months, but on a regular basis.

Pay attention to the email's subject and header

Whether or not an email is opened depends heavily on its subject line and header. Therefore, they should be catchy and interesting enough to make the recipient want to click on the email to learn more. However, don't overdo it and don’t use clickbait techniques. 

Choose a simple template

It's not worth going crazy with the number of background colors or fonts. Opt for simplicity and clarity – after all, reading an email should be fun, not tiring to the eyes.

Don't forget the graphic elements 

Plain text looks kind of dull, doesn't it? Don't be afraid to put pictures, emoticons, and graphics in your newsletter. If you choose the right graphics, the email will look more interesting and appealing. 

Take care of the version for mobile devices

More and more people are consuming content primarily on mobile devices. Therefore, it's essential that your email is tailored to their interests. Check that the font is the right size and that graphics display correctly.

Don't make the email too long.

No one has time to read long emails. If you want to share an important article or interview, the newsletter should include a summary as well as a link to the whole piece. 

Remember to promote it

Promoting your newsletter through your website and other online mediums is never a bad idea. Paid campaigns are an additional option. When your readership is small and you're eager to expand it, it's crucial to advertise your newsletter early on. 

Company newsletter's success story

In just over a year, the number of GreenLetter subscribers grew from 2,000 to nearly 16,000. (and still growing), while the Open Rate remains high at around 30-35% – higher than the industry newsletter average according to MailChimp. According to My Company Polska GreenLetter is one of the newsletters that every entrepreneur should know, and Sprawny Marketing listed it as one of the TOP 14 marketing newsletters. Many recipients consider GreenLetter to be the best or one of the best in the industry.  

Company newsletter – what to write about? 

What to write about in a business newsletter? For emails sent to employees, you can communicate about:

• new employees – a great way to introduce new team members to the entire company,
• company's successes – sales department achieved fantastic results? Announce it in the newsletter,
• important events – such as conferences, awards for the company or employees, team-building trips,
• contests – this is a good way to engage employees, build a friendly atmosphere and provide entertainment at the same time,
• charity campaigns – the company or individual departments participate in,
• promotions, successes, anniversaries, birthdays – a newsletter is a fantastic tool for showing appreciation to staff and making them feel like they belong at your company.
• surveys – these can cover a variety of issues related to the operation of the company. 

An external newsletter, on the other hand, might feature things like:

• industry information – this can be anything from interesting data to important news to media stories if your goal is to portray yourself as an expert.
• analysis, expert commentary – this also builds your company's image as an expert in the industry,
• sneak peeks and links to interviews with experts – internal and external,
• tips, know-how, useful tools, apps – this content is actually useful for readers, 
• job offers – after all, a newsletter is also a great employer branding tool.

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Benefits of a company newsletter 

What are the benefits of a company newsletter? Sending an internal newsletter, for example, contributes to:

• building greater commitment among employees,
• better identification with the company,
• more effective communication within the company,
• employer branding, 

Here are some advantages of sending out a newsletter to those outside of your organization:

• building an expert image in the market,
• reaching new audiences,
• building greater engagement among existing and potential customers,

Who to outsource the creation of a company newsletter to?

You can outsource the creation of a business email to an internal marketing or HR team (in the case of employee newsletters). Some organizations also choose to outsource this task to freelancers. Both solutions have their advantages, but also significant disadvantages.

The third option is to work with HI specialists. This way, you get the assurance that your newsletter is created by the best experts in the industry. You don't burn through your budget and your employees have more time for other tasks crucial to your business. Sounds interesting? Say HI.