How to Write a Company Email Newsletter
A company email newsletter is a low-cost way to promote your brand and create an ongoing relationship with existing and potential clients. It can showcase your products or services in an entertaining, newsy format. A well-written newsletter makes your customers feel connected to your company and builds trust, especially if you encourage feedback and interaction.
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Instructions
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Set up a company committee to determine the name of the newsletter, the intended audience, its format, length and who will be responsible for its creation and distribution. Decide how often you will release a new issue---weekly, monthly or quarterly.
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Determine what email lists you will use for your company email newsletter. Use customer and prospective customer lists. Continue to build the list each month, gathering your own information or purchasing existing lists.
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Decide on content, particularly regular features you'd like to appear in each issue. You may want to include a Message from the President, or other executive who has the pulse of the company, which would talk about company events and milestones or introduce new products or services. Use the newsletter to acknowledge special accomplishments of your employees, highlighting their particular expertise.
Make it fun. Include trivia questions and contests to draw in new customers.
Include articles that seem more like free perks than company promotion. For example, if your company sells window treatments, include a story that discusses how to choose curtains for a country-themed kitchen. You could also include a different set of design tips in each issue as a regular feature. Another newsletter item could include photos of your company's window treatments installed in the home of one of your best customers.
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Outline a plan for your first three or four issues, integrating the regular newsletter features determined by the committee. Create a simple template that will include a photo or other visual element to accompany each item.
Write your first issue in a voice that reflects your company. Keep the stories short---no more than 300 words.
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Determine a method of delivery that ensures consistency of format. Because people access their email via different programs, through Web browsers or Microsoft Outlook, for example, it can be tricky to create an email newsletter format that is glitch-free for all viewers.
One way around this is to subscribe to Constant Contact or a similar email marketing service, which will set up an online template that you can fill in each time you want to create a new issue of the email newsletter. You provide them with your email lists, so that once you complete an issue, all you have to do is click a button to send to your constituents. A service like this one, which costs about $15 a month for a basic plan, will also provide newsletter recipients with an easy way to opt out or to change their info online.
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Ask email newsletter recipients for their feedback, creating an open line of communication. This is a great way to learn what your customers are thinking, and allows you to respond to their questions. You can facilitate this by posting a special email address in the newsletter, encouraging input.
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