How To Write an Effective Company Newsletter: A Step-by-Step Guide

Internal communication is not only about newsletters. It is a part of company culture. What steps should you take to make company newsletters (also called employee newsletters, and internal newsletters) matter?

We spend one-third of our lives at work. Make it fun. Gather the people together and make the company a community. Organizing events and competitions give people from other departments, including leadership, the opportunity to know each other. Simply, make the employees feel fun and safe.

Engaged employees are more productive and motivated. Show them, that they matter. Involve them in a decision-making process, when it is possible. For example, you can allow them to choose a place for company donations, organize a charity day, or suggest an after-work event. The internal newsletter provides a direct communication channel that keeps employees informed about company updates and also about events that make fun. If you foster a sense of belonging, employees will care about the company. And they will read internal newsletters.

Connect people. Show, what various departments are working on. Celebrate each success as a company together. Sharing updates and achievements encourages employees to learn more about other teams, sparking new ideas and collaboration opportunities.

Recognizing employee achievements and milestones in newsletters is highly motivating.  Whether it’s celebrating a work anniversary, a job well done, or even personal accomplishments, employees feel valued. Building a feel-good working environment is crucial.

With this in mind, we can have a look at how to design the newsletter itself. Here are a few points to think about before you start writing.

The first step in designing an effective internal newsletter is identifying your audience and setting clear goals.

Who Are You Writing For?

Is it a big company where employees are spread across different departments? Do they all sit in the office, or do some of them work remotely? How do they vary in terms of age or job functions? Understanding who you're writing for will help tailor your content to their needs and interests. Learn how to personalize your email in our article How To Personalize Email: 8 Tips for Email Automation Success.

Set Clear Objectives

Once you have a good sense of your audience, the next step is to outline the goals of your internal newsletter. What do you want to achieve? Common objectives include:

• Informing employees about company updates.

• Boosting engagement with interactive content (polls, surveys, etc.).

• Recognizing employee achievements.

• Promoting upcoming events.
  
  Clearly defined goals will shape the design and content of your newsletter.

Content is king when it comes to newsletters. While design elements are crucial, the content you include will determine the level of employees engagement.

Topics for employee newsletter:

• Company News: Updates on company performance, strategy changes, or major announcements.

• Departmental Updates: A brief overview of what each department is working on.

• Employee Spotlights: Recognize employees based on a few indications. 

• Events and Training: Highlight upcoming events, workshops, or training opportunities.

• Fun and Interactive Sections: Quizzes, contests, or trivia that encourage interaction.
  

Keep it Balanced

Don’t overwhelm your employees with information overload. Strike a balance between essential updates and light, engaging content. Keep your tone friendly yet professional, and ensure your newsletter is easy to skim.

Engaging Headlines and Subheadings

Much like external newsletters, internal ones also need engaging headlines. Make sure your headlines are concise but intriguing enough to grab attention. Subheadings should break down the content for easy navigation, especially in longer newsletters.

Design is a key factor in ensuring that your internal newsletter doesn’t go unnoticed in the inbox. A poorly designed newsletter can feel cluttered and difficult to read, whereas a well-designed one will guide the reader effortlessly through the content.

1. Consistency with Brand Identity

Your internal newsletters should align with your company’s branding. Use your brand’s color palette, fonts, and logos to create a cohesive look. Consistency in design across all internal communications reinforces your brand identity.

2. Mobile-Responsive Design

With many employees working remotely or accessing emails on their phones, it’s crucial to ensure your internal newsletter is mobile-responsive. Test how it looks on different devices before sending it out. Use a single-column layout for better readability on mobile devices.

3. Easy-to-Read Layouts

Keep the layout clean and simple. Use headers, bullet points, and white space to break up the content. This will make your newsletter easier to scan and more visually appealing.

• Use Short Paragraphs: Avoid long blocks of text.

• Add Visual Breaks: Use images, icons, or infographics to break up text and add visual interest.

• Stick to a Consistent Structure: Have a clear hierarchy for different sections (e.g., company news, employee achievements, etc.).
  
  

4. Visuals and Imagery

Images are a great way to humanize your internal newsletter and improve your email graphics. Include photos of employees, teams, or events. Visual content is much more engaging than text-heavy newsletters and makes it easier for employees to connect with the message.

• Avoid Stock Photos: Whenever possible, use authentic company images instead of generic stock photos. Employees are more likely to engage with content they can personally relate to.
  
  

5. Accessibility in Design

Ensure that your newsletter is accessible to all employees, including those with disabilities. Use appropriate font sizes, avoid overly decorative fonts, and ensure color contrast is sufficient for readability.

To boost engagement, try personalizing your newsletters and including interactive elements. Personalization can include addressing employees by name, highlighting specific teams or departments, or even using data to recommend relevant content.

1. Personalize Content

Address your employees directly by using their names or mentioning their team or department via automated personalized emails. You can customize specific sections of the newsletter to share team-specific achievements or news.

2. Include Calls to Action

Incorporate interactive elements, such as calls to action (CTAs). These can include surveys, polls, or invitations to company events. Encourage employees to engage by offering easy ways to participate.

3. Use Surveys and Feedback Tools

Use dynamic email content and ask for employee feedback via surveys. You can even include questions about the newsletter itself, such as what they’d like to see more of or which sections they find most engaging.

After sending out your internal newsletter, it’s important to track key metrics to understand how well it’s performing. Regularly review these metrics and use the insights to refine your newsletter strategy over time.

Key Metrics To Monitor

• Open Rates: How many employees are opening the newsletter?

• Click-Through Rates: Are employees clicking on links or CTAs within the newsletter?

• Engagement Rates: Are employees responding to surveys or engaging with interactive content?

Qualitative Feedback: Gather feedback from employees on the content, format, and overall effectiveness of the newsletter.

Designing a compelling internal newsletter takes time and thoughtful planning, but the benefits are significant. Save your time by using tools designed for email marketing. Topol is a drag-and-drop email editor that allows you to create good-looking emails in a few minutes. Try a free trial to see for yourself.