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8 Tips for Writing a Company Newsletter People Actually Want to Read

Hilary

Let’s start with the boring reasons you probably want to be sending a company newsletter in the first place… And then I’ll give you some tips to make it interesting. In their usual helpful way, Statista has data to share.

Email revenue, worldwide jumped from $7bn in 2022 to $8.3bn in 2023, and is expected to reach $9.7bn by the end of 2024 – and the numbers are predicted to just keep going higher up to 2032…


They say, ‘During a 2023 survey carried out among marketers in selected countries worldwide, newsletters were the most popular type of email marketing campaigns, with 16.8 percent of professionals sending it out to existing and potential customers. The promotional e-mail campaigns followed with 15.3 percent of professionals using it for their marketing purposes.


Does it seem strange to you that the revenue seems massively healthy, and yet a very small percentage of people utilise newsletters as a marketing and promotional tool?


Let’s make it interesting

Have you actually got something to say, or are you just sending something because of the stats? If you decide you have got value to share, then we can make it a company newsletter people will want to read…


1.       Be honest in your ‘subscribe’ process

If you set the expectations before someone even subscribes, they are more likely to stay a subscriber. For example, you could call it a ‘coffee break email’ so people already know it’s bite-sized and gives off crossword and word wheel vibes. Tell them how often you’ll email, emphasise the value, and include a link to your cookies policy.


2.       Don’t use your company newsletter to sell

It’s important to recognise the difference between a promotional email, and a newsletter email, keep them separate. Your newsletter should aim to be 90% interest and 10% sales messaging, or you’ll see your unsubscribe rate going up in no time.


3.       Make it look good

People decide whether to look at your words by looking at the pictures first. Keep it simple, but beautiful, keep it on brand with colours, imagery, and any taglines so people feel comfortable that they know what to expect from you.


4.        Nail the subject line

Make it obvious what’s inside the newsletter, don’t use too much verbiage and try the occasional emoji or joke if it suits your brand.


5.       Choose one topic to talk about

I like the kind of newsletter that has one big point to make and lots of little insights – like the ‘and finally’ segment on the local evening news where a crazy cat lady has done something funny… Anyway, you get the idea – too many big topics and you end up with too many calls to action and a confused reader who is presented with too many options, so acts on none.


6.       Don’t be afraid to get personal

It’s meant to be interesting and engaging, if you’re an SME, people like to know more about who’s managing their accounts and what drives them, so tell them a bit about how your month/quarter has been, what have you found of value lately that they will also appreciate?


7.       Share photos with the segments

Everyone loves a photo, but don’t forget to add alt text for your visually impaired audience members. You can delve into your social media for good options here.


8.       Don’t hide your unsubscribe button

One of my clients has a lovely message at the foot of all his emails, it’s something along the lines of, ‘if you weren’t expecting this email, or you’re unhappy about receiving it, please hit the unsubscribe button and we won’t bother you anymore’. Simple, clear, easy to execute.


That’s it! Eight tips is what the title said, and 8 tips is what you got! Sounds like it might make a decent email… If you liked that info and you want to talk more about you company newsletters, and getting someone (i.e. me) to do them for you, give me a shout, and you can thank me for not once using the term ‘snooze-letter’, even though I was sorely tempted!

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