Content Marketing

How To Create a Company Newsletter Your Team Wants To Read


Published: November 25, 2021

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A company newsletter helps make sure all the most important internal business news makes it to both your remote and in-office employees. The larger and more geographically spread out your organization is, the more critical a company newsletter may be for communication. Learning how to make these documents engaging so people actually want to read them can make the process worth your time and effort.

What Is a Company Newsletter?

A company newsletter is a document, usually an email, that shares relevant business and team news within an organization. It typically comes from the human resources (HR) department, the marketing team, or whoever handles your internal communications. Topics you may add to your company newsletter include:

  • Advice columns
  • Blog posts
  • Community announcements
  • Company and employee achievements
  • Contests
  • Customer success stories
  • Employee Q&As or profiles
  • Events and registrations
  • FAQs
  • Free resources
  • Industry articles
  • Inspirational quotes
  • New recruitment and hiring announcements
  • Policy changes
  • Product announcements
  • Project milestones and progress
  • Revenue updates
  • Suggestion boxes
  • Surveys
  • Team recommendations
  • Team parties
  • Top 10 lists
  • Training opportunities
  • Trivia
  • Upcoming vacation days

Why Are Internal Company Newsletters Important?

Internal newsletters can benefit both the company and staff in areas such as:

Creating and Sustaining Company Culture

The theme and tone of your newsletters can help you set or sustain the company’s culture. The topics you discuss show what’s important to your organization. The media you include—like photos, videos, or GIFs—also helps create this atmosphere.

Think of company culture as internal branding. What do you want your employees to feel when they come to work? How do you want them to interact with each other? What do you expect to overhear them talking about as you walk through the break room or cafeteria? When you understand the answers to these questions, you can create content for the newsletter that reflects these ideas.

Collecting Feedback

Newsletters don’t have to be one-sided forms of communication. Use your newsletter to ask your team questions or include polls and surveys to gather feedback about company practices, culture, or events. This information can help management better connect with their employees. It can also help you learn about employee goals and preferences. Feedback is useful for planning company events, training sessions, and guest speaker visits.

Keeping Staff Informed

Like other types of newsletters, one of the primary purposes of a company newsletter is to keep people informed. With employees in and out of the office, perhaps even working from different geographic locations, the break room bulletin board might not be the most effective place to share information. Sharing information directly via email can help make sure that everybody who needs to see organization updates can do so without confusion.

Showing Appreciation

Company newsletters are a great way to brag about your employees and talk about the good things they do, both inside and outside of work hours. You can also highlight company achievements such as a new distinction or particularly good feedback from happy clients. Talking about these achievements is good for morale. It can help remind employees, even in challenging times or situations, of all the good things happening and why it’s important and satisfying to come to work every day.

Restating Company Goals

You probably already talk about company goals in meetings, include them in documentation, and maybe even have them posted around the office. But the company newsletter is another good place to restate these goals in writing. Goals can include anything from long-term visions for the company or individual goals for a specific quarter or project. Restating these items in the newsletter might help keep team members focused and hold everyone accountable for company success.

What Are 5 Elements of an Effective Company Newsletter?

There are five elements that can help you optimize your newsletter. They include:

1. Audience Interest

Before you write your newsletter, you have to know who you’re writing to. Yes, it’s for your team, but who are they as people and employees? What do they like? What do they care about? Knowing your company demographics is important for writing content they look forward to reading. Sending a GIF-filled newsletter to an older audience may not hit the mark, just as being too formal may be off-putting to younger staff. To learn more about your team, try:

  • Stopping at their desks or dropping in on them in your virtual messaging channels. Having casual conversations with co-workers and employees is a great way to get to know them.
  • Holding individual or team meetings with different people or departments to discuss questions they have about the company or life in general.
  • Sending a pre-newsletter survey to gauge interest on topics and content.

The whole point of writing a newsletter is to get people to read it. Find a balance in style, structure, and tone that reflects the company voice but also appeals to your audience.

2. Subject Line

People are more likely to open and read emails with strong subject lines. Be enticing, even from that preview, to get employees to click on the email and read its contents rather than just shipping it off to a different folder, or worse, the trash. Consult with the writing and marketing teams or borrow some of your company’s best copywriters to help create subject lines that increase your open rates.

3. Quality Content

It’s important to include information your audience actually wants to hear and read about in the newsletter’s body. Keeping each section brief but informative can help boost engagement. Need help with quality writing for your newsletters and beyond? Start a call with CopyPress to see how we can help!

4. Aesthetic Design

Another aspect of making your newsletter readable and engaging is good design and layout. Use your organization’s color scheme, fonts, and logos so that the publication fits with the aesthetic of your website, social media profiles, and other company documents. Also, keep the design clean and streamlined so people can find everything they’re looking for with ease. Make links and buttons clearly visible, especially if you plan to track click-through rates.

5. Call To Action

Even though a company newsletter is an internal document, there’s likely still something you want your team members to do after reading each publication. Maybe you want them to keep working towards their goals, respond to a survey, or sign up for a training session. Whatever it is you want your readers to do, include a strong call to action that incentivizes them to complete that task. You may add your CTA throughout the newsletter or end with it to remind readers to complete the action before closing the email.

How To Create Internal Company Newsletters

Use these steps to create an effective internal company newsletter:

1. Determine Who Gets Your Company Newsletter

Though it’s clear that your internal newsletter goes to employees within your company, you can subdivide who exactly receives the communications. You might send the publication out company-wide, to employees at certain locations, or even just to specific teams. Who you send it to factors into how often you send the newsletter and what information you include.

For example, if you’re creating a newsletter specifically for the marketing team, that audience may not care about updates from the warehouse unless it directly affects their daily operations. Once you have an exact audience in mind, you can plan more intricate details of the newsletter.

2. Plan Your Distribution Frequency

Newsletters are consistent publications, like magazines and newspapers. Setting a schedule for sending them is important so that employees know when to expect the next edition in their inboxes. You can create a schedule that works for you and your team based on the amount of information you intend to include and the size of your audience.

Smaller companies with less information may consider weekly or biweekly newsletters. This is because it may take less time to collect and source information. Larger organizations may opt for monthly or quarterly mailers. Knowing the sending dates in advance can help you create a publishing schedule that saves you time during the creation process.

cell phone on black background with white gmail app open onscreen

Image via Unsplash by @solenfeyissa

3. Pick a Design or Template

Before you create content, choose your design or template. This helps you understand where each piece fits within the newsletter. It also helps you choose correctly sized images and determine the ideal length for your content. If you need templates for your newsletter, keep reading. We provide a list of resources later in this article.

4. Choose the Content

After you know your target audience and when they’re receiving the communication, you can plan the content. While you might not include the same pieces or sections every time, it’s helpful to have an outline in mind of interesting things to share. Consider including:

  • Four or five pieces of company news
  • Three pieces of newly published company content or industry news
  • One fun feature
  • An upcoming company event calendar
  • A CTA for employees, such as answering a survey, signing up for a webinar, or another related action

This balance works because it includes multiple streams of content that appeal to your audience. You can, of course, add additional sections or pieces based on the time of year, your industry, and your employees.

5. Create and Collect the Copy and Images

Once you know what content to share, it’s time to write and collect it. Whether you pull your copywriters to help or do the work yourself, start with writing any new content for the newsletter because it may take you the longest. You can also collect links, blurbs, photos, videos, and other content to complete other sections. Consider using a document, content management system, or cloud drive with different folders to keep all the information for each newsletter grouped together.

6. Assemble the Company Newsletter

Add the content in the right places on your template or within your design. Make sure that the photos are visible and clean, not blurry. Check links to any outside sources to make sure they work properly, and proofread your content for spelling and grammar mistakes. It’s a good idea to double-check the names of any employees you mention, making sure they’re spelled correctly.

7. Schedule Delivery

Use your email service provider to schedule the newsletter for delivery. While you can send your newsletter at any time, WordStream suggests the best time is in the middle of the day in the middle of the week. Consider sending your newsletters on Tuesday, Wednesday, or Thursday between 1 p.m. and 3 p.m.

This window works because more people tend to be at work in the middle of the week rather than at the beginning or end. This time is also a lull period after lunch but before the end of the day when people are likely to be at their computers or desks.

8. Measure the Impact

Newsletter creation doesn’t stop when you hit the send button. If you want to know if your team is reading and engaging with your newsletter, track the metrics. Most email service providers and programs offer built-in analytics features that can help you measure things like:

  • Open rates: How many people opened the email you sent
  • Click-through rates: The percentage of people that clicked a specific link within the email
  • Click-to-open rates: Calculates the total number of unique link clicks compared to the number of unique opens

Beyond tracking metrics, you can also ask for feedback about the newsletters. Consider sending periodic surveys to ask questions like:

  • How often would you like to receive newsletters and updates?
  • Is there any newsletter information that isn’t useful to you?
  • Is there anything missing that you’d like to see added to the newsletter?
  • Do you have additional questions or feedback about the newsletter?

5 Tips For Writing the Best Company Newsletters

Use these tips to help your newsletters become an enjoyable and expected part of the company culture:

1. Watch Your Humor

How you handle humor in the newsletter goes along with knowing your audience. Sometimes humor can fall flat or sound offensive in the wrong context. While it’s important to be conversational and relatable in your internal communications, pay attention to the type of humor you use, or leave it out altogether. There are plenty of other ways to be friendly without making jokes.

2. Keep It Short

A newsletter is a publication, but it’s not a magazine, newspaper, or novel. Consider making sure your newsletter isn’t any longer than a typical blog or informative article, which are typically between 500 and 3,000 words total. Consider providing overviews of each newsletter section and linking out to your website, social media feeds, or shared company documents to offer more detail about longer or more complex topics.

3. Be Honest

No matter what news you’re sharing, be honest. Use accurate facts and figures when talking about company progress or projections. Being honest doesn’t mean being blunt, rude, or calling anyone out, but it means telling the truth, even when the news isn’t always positive. If you deliver unpleasant news in your email, consider countering it with additional positive or happy points for balance.

4. Prioritize the Information

Put the most important information at the top of the newsletter. The most important piece or section may change from edition to edition. To figure out which information goes at the top, ask yourself this: if you could only share one thing in the newsletter that people needed to know, what would it be? You can also rank subsequent content to determine the order of information following the primary piece.

5. Name Your Company Newsletter

Like any good publication, you can name your company newsletter. This allows you to be creative and add additional internal branding for the company culture. When brainstorming a name, think about your company values, goals, and culture. Are there ways you can work those concepts and titles into the name?

Company Newsletter Templates

While some companies may have a graphic design team to help develop their newsletters, not all do. However, you don’t have to be a Photoshop expert to make your newsletter stand out. You can try newsletter templates from services such as:

Creating a company newsletter can boost morale, share important information among departments, and solidify company culture. If you understand the basic steps for creation and publication, you can use this communication tool to your advantage within your own organization or department.


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