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How to create an employee newsletter that drives engagement

newsletter

by Derek Homann No Comments

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As your company grows in size, it can be difficult to keep up with the most important things happening across the company. Oftentimes your HR team or Internal Communications teams have a challenging job of putting together the most important information at your company, and not know if anyone actually reads or cares about it. If your team is going to put the time and effort into making a company newsletter, you want to make sure people will put in the effort to read it. Here are our top tips to create a more engaging company newsletter.

Give it a compelling title

If you are sending out a newsletter, try to hook your employees right away to show why they should want to read your newsletter. If you name your newsletter “Weekly Employee Newsletter for December 7th, 2020” then you’ll have much less engagement than if you included more relevant information in the title. I bet your team would be much more likely to open something with a title like “3 Things You Need to Know for the Upcoming Holiday Break”. The first title gives you very little information. The second gives you some semblance of what is going to be included in the message and lets your employees know they should probably open it. Remember, just because your employees work for your company, it doesn’t mean they will open a boring looking message.

Use Visuals

This one is pretty self-explanatory. Would you rather check out a newsletter that is a wall of text? Or something that is a bit more visually appealing. While you don’t need to hire a professional photographer to take photos for your newsletter, you should try to only use high-quality images. When in doubt, use photos of your employees. A newsletter with familiar faces in it is always more likely to get engaged with.

Send them at the right time

Like any email, it’s more likely to get read when someone is in front of their computer. Avoid sending the newsletter first thing in the morning or at the very end of the day. Usually mid-morning is a good time to send emails as it gives your team plenty of time to see that day, even if they are tied up in a meeting when you first send it. 

Track metrics

The best way to see if enough people are engaging with your newsletters is to actually track the performance of them. If you see a post that performs better or worse than your expectations, then you can dig into it a little more and try to figure out why. A good rule of thumb is that it’s hard to improve what you can’t measure…but the good news is, newsletters are pretty easy to measure. Especially when you use Workshop.

Screenshot of newsletter analytics

Add some personality

Your employees are much more likely to read the newsletter if it’s written in a friendly and inviting way. If you think of the newsletter as an extension of a personal conversation you’d have with a coworker, it will go a long way in making the newsletter feel more fun to read. Does your company have inside jokes or fun facts that you can share? Make sure to sprinkle those tidbits into your newsletter to make it feel personal and not too stuffy. 

Write about things people want to read

We realize that not everything that gets included in your newsletter is going to be the most exciting, but when you can, try to err on the side of entertaining. People are much more likely to engage when the content is relevant to them. If you are using Workshop to create a newsletter, you can make sure only certain people who are on certain teams or subscribed to relevant streams get the newsletter. If your newsletter is heavy on information about your company’s volunteer efforts, then it will probably land better with folks who are subscribed to your Community Service stream on Workshop than others who may not be. Knowing your audience is the number one thing to keep in mind when writing. The nice thing about Workshop is that you get to pick your audience for every update. Can’t beat that for personalization!

No matter what you do with your employee newsletter, the number one thing to do is keep testing and iterating on the newsletter to see what works and doesn’t work. Over time, you’ll get it really dialed in and create a newsletter that your employees anticipate getting every week.

Do you have tips or tricks for writing a compelling newsletter? We’d love to hear them. Drop them in the comments below so others can hear them as well.

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