Creating a Company Newsletter That People Want to Read

Monthly newsletters are a common marketing tactic used by small, medium, and large businesses alike. But, what exactly makes a ‘good’ company newsletter? What sort of content is going to keep people subscribed and reading your newsletter each and every month?

Print vs. Mobile

The popularity of eNewsletters has exploded in recent years due to the convenience that goes with them. They are more affordable to produce, and - when designed correctly - can be read on any device. Features of the eNewsletter - text and images - can also be hyperlinked, giving the recipient a very low-effort way to learn more about something that they read.

However, printed newsletters can provide just as much - if not, more - value due to their tangible nature. You’re also not bound to email regulations with printed newsletters, so you can send them to your prospects without getting in any sort of legal trouble.

To get the full value of newsletters, we suggest utilizing both digital and printed newsletters.

The General Design

It’s important that your newsletter presents your company in a positive way. Your newsletter, whether it is in print or digital form, should:

• Include your company logo throughout
• Be branded to your company colors
• Use a consistent design from month to month
• Stick to your set font, style, spacing, and color choice(s)
• Include links that direct people to your website whenever possible, paired with applicable calls-to-action

Your design will vary between print and digital in terms of content length. With an eNewsletter, you may be only able to preview a few sentences of the articles that you include. With printed newsletters, you can preview multiple paragraphs, and may even be able to fit full articles depending on their length.

The Content

For managed service providers specifically, the following is what the recipients of your newsletter will be looking for in terms of content:

Your Blogs

Your newsletter should contain multiple, professionally written blog articles that are published on your company website. Each blog should include at least a cover photo with it. These blogs should be about various tech-related topics that the recipients of your newsletter would be interested in learning about. Some ideas include:

• Educational technology content
• Recent technology or small business-related news events
• Content specific to your local community and service area
• Tips, tricks, and best practices
• Articles that relate to your services 
• How-to guides

Always link back to your website for each of your blogs, even if you’re going to include the entire article in your newsletter. You can change the call-to-action that you include and encourage the reader to “share” the article rather than continue reading it online. For your printed newsletters, it helps to include a shortened URL and a QR code. For your eNewsletters, you should be hyperlinking multiple pieces with each blog - the blog title, the blog image, and the call-to-action.

Company News and Events

Your newsletter is the time to inform your clients about any newsworthy events that would be worth sharing. Some events that would be worth mentioning in your newsletter include:  

• A live event like a webinar or lunch and learn
• A client appreciation event
• A trade show that you are attending
• A local event you are putting on or are involved in
• Internal company culture celebrations (holiday parties, anniversary celebrations, birthday celebrations, etc.)

Depending on the event, you may be sharing the event before it occurs, after it occurs, or both.

You can also announce company news, including new product and service offerings, new deliverables available on your website, awards won, new hires, and just general showcases of your employees.

Contact Information

You should always include different ways for your newsletter recipients to contact you, especially with your printed newsletter. On that, we suggest including:

• A link to your website
• Your address
• A phone number
• An email
• Links to your social media pages

Your eNewsletter may not include all of these, but should at least include links to your website and social media pages.

Newsletter-Exclusive Promos

This isn’t something that you have to do, but it definitely adds more value to your company newsletter and increases the chance that recipients will actually read what is inside.

If you would like some additional ideas as to what your newsletter should include, check out our newsletter directory, and consider subscribing to our newsletter while you’re there if you aren’t already. And, if this seems like too much for you to handle on your own, we can produce your newsletter - printed, digital, or both - for you. Contact us today to learn more.