How to Create a Company Email Newsletter That Inspires in 5 Steps
If your role involves any hint of communicating to co-workers on a wide scale, then, you’ve likely come across the issue of how to create an email that actually gets read.
And likely, you’ve also failed. Once. Twice. And so forth. (sorry for the reminder)
You might have also sent an email to a co-worker on the other side of the cubicle wall.
Or, perhaps, you’ve ‘pinged’ someone with a seemingly important missive while you were both in the same meeting.
In the same room.
Clearly email in the workplace is a bit overused and, often ineffective.
But don’t go playing the blame game all by yourself because your email is only 1 of the 196 billion that’s sent to over 4 billion office email accounts everyday.
Not a typo.
So, how can you, as a manager and strategic leader, cut through all the static and noise to better galvanize your team members with your emails?
As the title of this article suggests – its with a company email newsletter.
Read on as we breakdown of the major do’s and don’ts of creating a company email newsletter that informs, inspires, entertains and creates a more cohesive culture.
What Can a Great Company Email Newsletter do?
If you want your company email newsletter to have the effect of creating a more tight-knit culture, while fueling your employees to reach overarching company goals, you have to start with one major thing…
You must design the email newsletter effectively and efficiently, while having the goal of cutting down the total number of emails that your employees receive during a standard work day (many estimate this number to be 88).
What this also means is that your email newsletter should also include relevant information on a whole host of issues and topics.
This is to say that company email newsletters should go beyond departmental silos by providing macro-level information, which includes important annual reports metrics, unfoldments in research and development, industry updates and other relevant strategic long-term considerations.
When this is done, separate departments will be better aligned to the organization’s vision and goals, creating a more cohesive culture that’s more agile, cross-functional and built for the digital age.
Well, ideally, anyway.
So if you’re at all interested in being a company that’s synchronized, flexible and adaptive to change, here are a few ‘rules’ on when it comes to crafting a readable and inspirational missive.
Email Newsletter Do’s:
Design simply: This will be covered extensively below, but don’t go overboard on colors (keep it to one with varying shades) and use relevant CTAs.
Target a specific audience: On relevancy, make sure that you’re not trying to communicate everything to everyone. No message, no matter how well-intentioned, can (or should) try to speak to finance and ops and human resources all at the same time.
Break the rules: Use an eye-catching or blog-like template that’s video, picture and infographic-heavy to lead readers into the more word-intensive communique.
Be proud: Take advantage of company logos or jokes to evoke an emotional response from readers.
Attaboys (and girls): Lead with an interview of a new employee or share a good news story that makes everyone in that department want to pitch in on the next volunteering day or all-night coding party!
Email Newsletter Don’ts:
Don’t ramble: Like we said, everyone gets too many emails in a given workday, which is to say all day and night (given there’s no truly 9-to-5 anymore). Thus, preserve this medium and only send out pieces that are succinct and actionable.
Opt-in and out options: Employees still have data-protection rights based on geography and so should have the option to opt-out of emails. Meet with your legal team to discuss whether your mode and means of delivery are all aboveboard.
Don’t assume you know what each department wants: We will discuss this A/B testing and voice of the customer aspect below, but engage with your target audience so that your company email newsletter does not find its way to the bottom of the (electronic) bin.
Design for mobile: Consider how your employees engage with their email (i.e. Is it on the phone? Is it on servers? Is it on MS Outlook? Is it Google or Yahoo mail?) and make sure all the content transfers in a readable manner.
5 Steps To Create An Effective Company Email Newsletter
If the above list isn’t enough to get your email newsletter engine going, here are 5 steps you can put into action – right this instant.
1. Define: Figure out which department you plan to communicate with and determine not only their needs, but also the goal you wish to achieve. Ask yourself and your department whether you are simply trying to convey information that could be communicated differently (i.e., not via a spam-y newsletter) and what action you hope to drive within the first few seconds of receipt.
2. Measure: Once you understand the scope and context of the message you are trying to convey, then identify the results you hope to achieve. Do you want everyone to attend a company picnic? If so, then how many folks actually showed up?
3. Analyze: Once you have some feedback, either quantitative or qualitative, then look to see what went right (and what went wrong)
4. Design (design, design): This is the fun part. So, assuming you started with a standard template, think about testing another layout in a different department to see what worked better (i.e., A/B testing). Perform a squint test and a five-second test with your ‘audience’ and see what they say. Yes, the feed will be real-time and potentially painful, but it will help improve your layout, and likely the attendance of company events, along with big project updates.
5. Validate and verify: Keep sending emails and keep iterating on different themes. Try to make sure your copy stays fresh, but also professional and personable.
While the above might seem like a lot to consider at first, bear in mind that you are trying to reduce the amount of emails that employees receive.
If you’re able to keep this as your goal, then you should be able to garner quite a bit of buy-in (especially from top-tier execs) from employees who are looking for easier ways to stay informed, but are suffering from information overload.
And if you’re coming across any issues, feel free to contact us for all the latest and greatest when it comes to digital communications and marketing processes.
Wanting to craft communications content that inspires and aligns employees to company goals? At Advesa, we specialize in designing content that’s user centred. Contact us for more information.