A company newsletter, whether printed and mailed or sent via email, can be a valuable marketing tool and a good way to stay in touch with your customers. If you want the newsletter to be read and not just recycled, though, you need to provide useful, relevant and well-written content. A newsletter should be more than just an advertisement for your business; a truly effective publication engages your customers, supports your company brand and shares the latest and greatest news about your company. You’ll know you’ve done it right when your customer calls and says “I read about this in your newsletter.”
Encourage your CEO or another senior executive to contribute to the newsletter. A letter from the CEO thanking customers, or highlighting some of the great things happening in the company, adds a personal touch to the newsletter while building goodwill.
Fill the front page of the newsletter with good news about the company. Highlight new products or services, share news of awards or accolades or update readers on any ongoing products or changes happening in the company. Write in an objective, factual style, like you would read in the newspaper.
Write a service piece that educates and informs your customers about subjects related to your business. For example, if you own a landscaping company, include an article about seasonal decorating ideas; a gourmet food shop could provide easy entertaining ideas. Another option is to include a list of tips on how to get the most out of your products.
List important upcoming events or promotions. A hospital offering education classes, for example, should list the class descriptions along with information about the date, time, place, cost and information on how to register. Encourage your readers to engage with your business.
Highlight an employee or customer with a short article. In each issue, interview an employee who has worked for the company for a long time about what he does, his path within the company and why he is committed to the work. If you want to spotlight a customer, interview her about why she uses your service and her experiences with you.
Include a frequently asked questions section. Compile a list of questions that you often field from customers or employees, and answer a few in each newsletter.