10 ideas for the company newsletter
The company newsletter is an invaluable engagement tool, when used the right way. It promotes your business, keeps you fresh in the mind of your subscribers and costs virtually nothing. However, sending such email marketing on a fairly regular basis can leave you at a loss for inspiring ways to fill it.
Naturally, you want something that communicates what you’ve been up to, introduces your amazing new products and highlights your successes, while at the same time engages the reader; prompting them to actually open the email, rather than cast a lazy eye over it via their inbox preview pane.
In case you are struggling, here are ten ideas for your next company newsletter:
1) Theme it around a customer email
Use a customer’s email to shape your letter, answering their query and maybe including other relevant news articles, blog posts or guides that refer to the same topic. It’s more than likely that other subscribers will have the same question, hence you’ll be pre-empting further emails by providing such information.
2) Images, images, and more images
There are times when one well-chosen image conveys far more than several paragraphs of text. Including images in your letter not only makes it visually attractive and breaks up the writing, but also serves as a lifesaver when you have a restricted word count. This could be a photo of the office, a snap of some happy customers or something that illustrates a point; providing it’s appropriate, it doesn’t matter.
3) Product or service updates
This is the ideal forum within which to communicate your company news, revealing changes and updates to your services or product line to your loyal subscribers. You may do this even before the general public is advised, effectively indicating that the company prioritises them. That’s what they’ve signed up for, after all, so don’t forget to include your latest updates.
4) Promote your online content
Include references and links to your research, blogs or other content, whether brand new or repurposed ‘vintage gold’. This can remind readers that you’re a credible, knowledgeable expert in your field and a trustworthy company – which is key in the early stages of the buying cycle.
5) Bite-sized ‘How-to’
Offer the recipient something interesting and relevant in your letter, thereby ensuring it is considered valuable. This might be a nugget of industry information, a ‘Did you know?’ section or a bite-sized ‘How to’ guide on a topic which will never go out of date. This could ensure that your e-newsletters are saved and not discarded.
6) Humanise the company
Introducing consumers to the faces behind the brand can be a clever engagement technique, as it humanises the company. Ask a different member of the team to write the intro each month, present a brief ‘Day in the life’ or simply list ‘Five facts about Dave in Purchasing’ to reveal your personal side.
7) Ask for feedback
As per point number one, asking for feedback not only uncovers some really useful insight into consumer preferences and behaviour, but can provide you with a theme for your next newsletter. What’s more, actively requesting feedback additionally demonstrates that you value and listen to your customers. It’s a win-win.
8) Competitions, offers and deals
Here’s the ‘money-maker’: tempt your readers to click through with a competition, then encourage them to share it and thus increase your reach. Everybody likes a deal, an offer, a discount or the chance to win something, it’s a way of rewarding your subscribers; a ‘thank you’ for their brand loyalty.
9) Case studies / testimonials
Sharing the way in which your business solved a client’s problem makes for great content. While interesting, it also clearly shows what a great company you are, straight from the horse’s mouth. This provides a reassuring impetus for those who have yet to make up their mind about using your services and could contribute to some conversions – savvy shoppers all read reviews on a company prior to purchasing; you’re consequently facilitating their decision-making process.
10) Advertise coming events
How can you expect people to buy tickets for or interact with your next event if they don’t know that it’s taking place? Use the company newsletter to tell subscribers that you’ll be speaking at a trade conference, holding a workshop or broadcasting a podcast and encourage them to take part.
Hopefully the above – though not all at the same time – will help inspire you next time you are putting your company newsletter together. Remember, your subscribers are likely to receive scores of messages every day, so keep yours short, sharp and engaging. Bear that in mind and you’ll have them looking forward to your email marketing communications every month.