Pillars of a compelling organisation newsletter 1

Pillars of a compelling organisation newsletter

A company newsletter is an electronic or printed communications piece used by an organisation for its internal and external communication. The newsletter shares details of the activities, the latest news and updates about the company. Most organisations use company newsletters to share new employment announcements, answers to common questions from the team, or updates within the company or industry. To achieve a successful newsletter consider using these three pillars; design, content and value.

Once you’ve covered the basics of how to create a newsletter, it is time to pay attention to its design. Design is one of the pillars of a great newsletter. Good designs and layout make the newsletter engaging to your audience. A well-designed newsletter will help to convey your brand’s image and also to build credibility in the eyes of your target audience.

If the design comes into play with your content, it creates the organisation’s tone and brand voice. Consider maintaining a familiar newsletter design because it helps to build a dedicated following. Use a template with the same headers and footers across all your newsletters. When design is maintained, you will only be required to update content without worrying on the design each time you create a newsletter. The use of charts, infographics, which are images that contain information help to convey information visually and quickly.

When the images are used, they give the reader a break of reading through the long text as the reader scans through the images. Images[1] make the newsletter compelling hence capturing the reader’s attention. Not all the newsletters will require the use of images. Images are used where they add value to the newsletter. Use of too many images may lead to clutter images. This leads to a newsletter appearing to be unprofessional. A newsletter is aimed at portraying the image of an organisation, design is a strong pillar in making a great newsletter. It is advisable as an organisation to consult professionals to get the best design to use in order to engage your readers.

Newsletters are created to target a specific audience. Being objective will help create excellent content. A newsletter should not be flooded with information. The most important information should stand out and not be sandwiched in the rest of the content. Your audience needs to get what your newsletter is about just by looking at the headlines. For an organisation to create engaging newsletter content[2], it advisable to consider the following:

  • Relevant – newsletter content needs to contain information that relates directly to the readers industry, the interests of the organisation and topics the readers care about. When content is relevant it is easy to stick to the objectives of the newsletter.
  • Valuable – newsletters should carry content worthy reading. The information serves the purpose of teaching your readers on topics they find useful. Creating valuable content makes your readers yarn for the next newsletter because they know the content will impact value on them at the end of reading the newsletter.
  • Interesting – is the content educative or delighting to the reader? If yes then the content is interesting.

It is important to know who your readers are so as to know what to write to them. Consider keeping your content simple and straight forward. Use content that is user generated; like answering frequently asked questions. This may make your newsletter content more engaging and interesting to your readers.

A newsletter that is created with its readers in mind creates it value. Consider engaging your readers with something unique. Use strong subject lines. Include favourable articles about your company.

The aspect of good design, compelling content and value are very important in making your newsletter to be more objective. It makes the newsletter unique, informative and more engaging. Considering these factors may drive more readership to your organisational newsletter.

[1] https://www.sendinblue.com/blog/best-practices-for-newsletter-images/

[2] https://www.mailjet.com/blog/email-best-practices/7-tips-creating-engaging-newsletters/