The Ultimate Guide:

Company Newsletter

The company newsletter has one of the highest returns of any marketing tactic.

So why is it so under utilized?

Why do most companies get it so wrong?

For the majority of businesses the company newsletter is seen as a box ticking exercise.

So they get poor results and wonder whats the point.

Few realise that with just a few tweaks they could transform their company newsletter into one of the strongest marketing tactics they have.

In this guide you will learn everything that you need to know in order to start and run a company newsletter that gets you results.

Company Newsletter: The Ultimate Guide
Company Newsletter Guide Index

Guide Index

  1. 1Why Have A Company Newsletter With Examples
  2. 2 What Should Go In a Company Newsletter
  3. 3How To Start A Company Newsletter
  4. 4List Building Strategies. Grow & Manage Your Email List
  5. 5How To Create A Company Newsletter Template

Why Have A Company Newsletter?

Company newsletters are a very inexpensive and efficient marketing channel.
Typically, businesses experience 1 or more of these 6 benefits from having a successful company newsletter;

  • Strengthened relationships with customers
  • Creation of culture and personality around your business
  • Reengagement and upselling to existing clients
  • Establishing your position as a trusted source of knowledge within an industry
  • Growing your mailing list and building brand awareness
  • Selling more products or services

The benefits of newsletters are well publicised, with lots of stats and success strories, proving email as one of the most efficient and successful forms of marketing available.

Company Newsletter Statistic 1
Company Newsletter Statistic 2
Company Newsletter Statistic 3

For every $1 spent, email marketing generates $38 in ROI. Campaign Monitor

72% people prefer to receive promotional content through email, compared to 17% who prefer social media. MarketingSherpa

Email marketing drives more conversions than any other marketing channel, including search and social. Monetate

Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. QuickSprout

Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey

What Makes A Good Company Newsletter?

To create a “good” company newsletter you need to be clear on what good means. What would make it good for you and your business?

What Makes A Good Company Newsletter

Start by asking yourself, why do you want a company newsletter, what result are you trying to achieve by having one?
Don’t create a company newsletter just because you have heard some success stories and you want in on the action. That will just lead to a negative effect on your business as you spam your customers with content they don’t care about.
Like any marketing tactic you need to consider it properly and have a plan for it.

Once you understand the purpose of your company newsletter, think about how it fits alongside your other marketing efforts, and how you will use the newsletter to help you achieve the desired result.

Having a clear understanding of your business objectives and purpose for your newsletter is a great place to start. For it to be successful though, it needs to be “good” in the eyes of the customer.

Your Company Newsletter Should Start And End With Your Customers

Successful marketing, is all about 2 sided relationships. If you want customers to take action and help you to achieve your business objectives, then you need to give them value first.

To do this you need to understand and empathise with them. If you are not already, start talking to them regularly, bribe them with goods if you have to, but talk to them regularly.

The answer to what makes a good company newsletter for your customers lies within the conversations you have with them, and the questions you ask.

Company Newsletter Customers
  • Who are they, what do you need to know about them to help you make decisions?
  • What are their needs, goals and motivations?
  • Where do they hangout online?
  • What are they reading, viewing and listening too, why?
  • What makes content good or bad for them?
  • What problems do they have as part of their daily role?
  • Why are these a challenge and why are they important to them?
  • Where is the overlap with what you are offering as a business and what they need as customers?

Once you have spoken with ±10 customers you should start to see some clear trends and correlations between them. Pointing to possible segments into which you could group customers, based on their behaviours, needs and goals.

Once you have some clear segments, create some simple one slide customer personas based on the archetypes. The visual representations of these personas will help you empathise with your customers and make deicsions on what goes into your company newsletter and allow you to improve over time.
Including a picture of the persona will help you to humanise them, but remember, personas are a fictional archetyope of a subset of customers, they should not be one real customer.

Here are some excellent examples from Mailchimp, they are simple, emotive and help you to understand what might be important to each. It is also interesting to note that because their customers’ key behaviours, goals and needs coincide with their job titles, Mailchimp have choosen to segment them around that. Figure out what makes sense to you as to how you will split your segments.

Mailchimp Company Newsletter PersonasMailchimp Company Newsletter Personas

Once you understand the answers to these questions and have some clear customer segments or archetypes, finding the overlap between what’s important to your customers, and your business objectives becomes much easier. Then all you need to do is figure out a strategy for the company newsletter so that it will bridge this gap and help you acheive results.

Company Newsletter Examples

Let’s take a look at some company newsletter examples from businesses that have really understood their customers and their business objectives. Going on to create successful company newsletters.

WE are a charity that helps to empower people in impoverished countries to help themselves.

This company newsletter is a great example because of its simplicity. It is really made up of just 3 sections, keeping it clear and focused.

  1. 1

    Large emotive call to action, inspiring people to change the world and take action - which is obviously their core objective with this newsletter, to increase donations. Putting it large and upfront helps to make it clear.

  2. 2

    Company updates, they have 2 concise content pieces. First, on the work that WE has been doing, and the second on the company and their ethics. This tackles a core barrier in some peoples minds about how the money is spent. Both of these pieces strengthen the core call to action.

  3. 3

    Different ways to help. They have 3 clear call to action. Making it easy for people to take action and give in a way that suits them.

Enabling the reader to quickly know how to take action, in which ways, and easily find out more about the work WE do and overcoming some possible objections they might have.

WE Company Newsletter Example

Tookapic is a photo service that helps you to create a visual diary of your life, one picture a day. For them building a community is a key aspect of growing their business. Which shows in the company newsletter.

This is a great example of a company newsletter that is hitting its business objectives and providing the reader with value.

  1. 1

    The email is conversational to start, with a friendly opening blurb, giving it that community feel right away.

  2. 2

    This is followed by a big call to action prompting readers to check out each social network. They have done this in a really nice way, as it lets people know what to expect from each social network, and why each is different and worth visiting.

  3. 3

    Community engagement. Tookapic run a weekly survey to engage the community to choose a weekly theme. Including this in the company newsletter makes the community feel involved and celebrated.

  4. 4

    From the blog. Including blog content in the company newsletter is a great way of promoting it to readers who may not have visited the blog recently or have missed some of the key posts.

  5. 5

    Fostering ambassadors. Perks in exchange for social promotion, with clear share buttons is a great way to encourage your community and increase your reach.

Overall it’s clear they care about community, and make it easy for them to be involved and involve others. Using the customer newsletter to help them to grow their business in a positive way.

Tookapic Company Newsletter Example

LiveChat offers a live chat service for businesses. To allow them to chat with users live on their website and help them with questions and support.

Their customer base would obviously be interested in knowing the customer support performance of other businesses. Helping them to benchmark against other companies in the industry and hopefully learn how to improve.

Which is why this is a great example of using the company newsletter to support a wider marketing tactic. LiveChat have obviously spent a lot of time and effort creating a marketing report on the State Of Customer service. This company’s newsletters aim is to promote that content and increase sign ups to the main service.

  1. 1

    The first section has a a great set up, with a key statistic about the success of customer service, hinting to the value of having this report. The clear call to action makes getting your hands on the full report simple.

  2. 2

    The next section is used to highlight some of the other key stats from the report giving people a snippet of the benchmarks available. Again with another clear call to action to see the report.

  3. 3

    Check your customer satisfaction results, making the call to action personal and tapping into the desire to compare your performance against others. All whilst driving customers to the live chat product.

  4. 4

    A final section backs up the data with validation from other thought leaders in the industry. Showing that it is not just LiveChats’ opinion.

LiveChat have used this company newsletter to promote a larger marketing tactic - the downloadable report. At the same time they have managed to put a spotlight on the importance of customer support and have tapped into peoples’ desire to benchmark and compare. All whilst keeping their service front of mind with customers.

Livechat Company newsletter Example

Key Points About Company Newsletters

Company Newsletter Guide Index

Guide Index

  1. 1Why Have A Company Newsletter With Examples
  2. 2 What Should Go In a Company Newsletter
  3. 3How To Start A Company Newsletter
  4. 4List Building Strategies. Grow & Manage Your Email List
  5. 5How To Create A Company Newsletter Template