In their marketing strategy, companies often offer a newsletter for their customers or press releases for the media. Internal communication often takes a back seat. However, distributing an internal newsletter makes it possible to send messages easily and quickly to all the teams while strengthening the spirit of belonging to the company.
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12 tips for creating an internal newsletter
- Engage with a creative newsletter object
- Choose a title for your internal newsletter
- Specify sender
- Publish value-added content
- Maintain team spirit
- Structure your internal newsletter
- Encourage action and sharing
- Make the content attractive
- Respect the brand’s graphic charter
- Respect a broadcast frequency
- Choose the right time to distribute your newsletter
- Monitor the efficiency of its internal newsletter
Engage with a creative newsletter object
The subject is the element that determines whether the newsletter will be read. This is the first item that will appear in the employees’ mailbox. It must be creative and direct in order to grab their attention.
- Objects such as “January Newsletter” or “Important Information” should therefore be avoided.
- The content of the newsletter should be highlighted in the subject line, but without saying too much.
- Numbers and interrogation can be used, unlike exclamation points which should be avoided.
- Depending on the message to be conveyed, it may be advisable to create a sense of urgency and suspense.
Choose a title for your internal newsletter
A newsletter can be seen as an appointment, a regular meeting for company staff. Employees must wait for the distribution of this newsletter. It must therefore be named explicitly to create a feeling of expectation and regularity. Examples: “Le journal”, “La revue”, “L’hebdo”.
An internal newsletter should never indicate an email no-reply as the sender address. First of all for a technical reason: by sending a newsletter in no-reply, emailing may be received among the unwanted emails, or spam, of employees. In addition, the internal newsletter being a communication tool, it is important for the company to be able to receive feedback from its employees. It is therefore necessary to personalize the sender so that everyone can identify the person to contact or send them a return email. Examples: “[email protected]” or “[email protected]”.
Publish value-added content
For employees to get involved and take the time to read their company’s internal newsletter, the content must be relevant and consistent with their expectations. A wide variety of subjects can be tackled, while respecting the editorial line set by the company and responding to the information needs of employees. Content helps put all employees and departments on an equal footing.
The internal newsletter is the preferred medium for communicating on company news: participation in a trade fair, an article in the press or the recruitment of a new employee. It is also the place to communicate on the launch of a new product, to inform about the life of the company or to reassure in times of crisis. Finally, the company can take advantage of this space to inform its employees about the evolution of the market and its positioning in relation to the competition.
Maintain team spirit
The company can also use the internal newsletter to highlight its employees in different forms.
- Presentation of a new employee with an article and a photo.
- Information on internal mobility or team changes.
- Zoom on a project by highlighting the department or the employee in charge of development.
- Publication of articles whose writing has been delegated to a collaborator to talk about a particular mission.
- Creation of contests, surveys or challenges within the company with the highlighting of an employee according to his results or the achievement of his objectives.
Structure your internal newsletter
An internal newsletter is often read quickly by employees. They must quickly and easily identify the elements that interest them. It is therefore essential to focus on the structure of your internal newsletter. A system of headings, separate blocks, the insertion of titles and short descriptions will make it possible to prioritize the information and better understand the content. Examples: “In the press”, “News”, “New products” or “Recruitment”.
The structure should be simple, clear and the space should be optimized. Without forgetting that a newsletter must today be responsive to be read on computer, tablet and smartphone.
To be readable, the content must also be concise. We must limit the number of subjects discussed so as not to be counterproductive, the opening of an endless emailing can indeed discourage. The insertion of call-to-action buttons will provide access to content corporate more in-depth hosted on the company’s website.
Encourage action and sharing
As their name suggests, call-to-action buttons draw readers’ attention to an action: registration for a training course or event, download of a new application, discovery of new internal tools. This link should catch the eye: the text is short and to the point, specific colors and fonts can be used. Examples of call-to-action texts: “Discover the application”, “Read more …”, “Register for this event! “.
The internal newsletter is sent to all company employees. Even if internal communication and external communication are envisaged on different supports, it should not be forgotten that employees are the primary ambassadors of the company for which they work. This is called theemployee advocacy. Thanks to the share buttons, they will be able to distribute content that appeals to them beyond the company. An article can thus be sent by email or distributed on social networks such as Facebook, Twitter or LinkedIn, as in this example.
Make the content attractive
The choice of content and the articles written are therefore important, but they will only be read if the graphic environment is pleasant and engaging. You have to vary the formats so as not to lose the reader’s attention. The editor of the internal newsletter must therefore provide for the integration of images, infographics and videos.
Respect the brand’s graphic charter
The graphic charter defines rules that guarantee the correct use of the logo, colors and associated fonts. It has been designed to embody the image of a company with the general public. When creating the layout of an internal newsletter, it is important to respect the brand’s graphic environment. The employee will immediately identify the emailing as an internal communication and this will strengthen the feeling of belonging to a community, that of the company. The Communication department, generally in charge of creating models for internal and external newsletters, will use this charter to adapt each graphic element: colors, headline font, images or call-to-action buttons.
Respect a broadcast frequency
There is no rule regarding the frequency of distribution of an internal newsletter. It can be weekly, monthly, bimonthly or quarterly. The company determines this frequency according to the content to be broadcast. However, it is necessary that the sending be done on a regular basis. If the company communicates through a monthly internal newsletter, it must commit to respecting this distribution frequency. Regularity will allow this meeting to be anchored in the habits of employees, to improve the read rate and to maintain the continuity of exchanges.
Choose the right time to send your internal newsletter
Depending on company policy, the timing for sending internal newsletters may vary. Some prefer the weekend to play on the state of mind aroused by the approach of the weekend. Others, on the contrary, prefer to avoid Friday and prefer Monday to launch the news of the week. In any case, it is not recommended to send the newsletter outside working hours so as not to infringe the right to disconnect employees.
Monitor the efficiency of its internal newsletter
As with a BtoC or BtoB newsletter, the company must also monitor metric data, or metrics in English, of its internal newsletters. This information is generally provided by newsletter creation software. They will allow the company to analyze the open and deliverability rates, the number of shares and clicks on the different articles. Statistical monitoring therefore makes it possible to measure the effectiveness of the newsletter, but also to consider changes to make it even more attractive.
To go further, download this free communication plan template for deliver your message effectively to your audience.