Why Your Organization Needs an Internal Newsletter

mail boxes
mail boxes

When you've got news to share with your employees, team, or executives, an internal newsletter can be the most effective way of reaching everyone. Besides being a way to inform employees about the latest company updates, an employee newsletter can also be a fun way of sharing, explaining, and reinforcing your company culture.

At first, an internal newsletter may seem insignificant in the day-to-day operations of a company, but it does play a role in shaping the workplace environment. Some argue internal newsletters are time-consuming and don’t offer enough ROI. Well, we have some stats that say differently. According to Retrospectively, Inc., employee productivity increases anywhere from 20-25% when employees feel connected to the company.

However, only 13% of employees reported participating in their intranet daily—31% said they never do.

So, although most PR & communications teams are focused on getting the word out there, it's just as important for these teams to spread the word internally. A newsletter is a critical part of your email marketing strategy that can help keep employee engagement and communication levels high. 

When embarking on an employee newsletter strategy, remember that the values you want your company to reflect should be the values underlying your internal newsletter content. In this blog, we will cover ideas, names, examples, and templates to use for your internal company newsletter, so when you’re done reading, you’ll be a pro. 

14 Ideas for Your Internal Newsletter

  1. Share Your Company's Successes: Make sure everyone knows what the PR and marketing teams are up to. You want to share your wins, notify people about your latest content, and get everyone in sync on your company’s top messages so that they can communicate and increase your reach.

    Want to make things easy? Our internal newsletter templates will allow you to curate a hand-selected feed of articles to be shared via a branded email newsletter.
  2. Promote Social Advocacy: You spend a lot of time on creating social media content — but chances are your co-workers and employees aren’t all following your branded social media profiles. An internal newsletter can help promote your social message and make sure everyone is aware and motivated to help communicate and promote it. Plus, if you add a few examples of people mentioning you on social media, it may incentivize others to start creating similar UGC. Let them be your brand’s #1 fan.
  3. Share What's Going on in the Competitive Landscape: Use an internal newsletter as an opportunity to cover industry news, trends, and insights. No matter how innovative a company is, competitors are a healthy part of any industry. That’s why highlighting the achievements, as well as the missteps of close competitors, can give colleagues insight into how to do their jobs. Using a media monitoring solution, you can benchmark how well you’re doing in comparison to your top competitors. By sharing these metrics, news alerts, or industry updates, you’re giving colleagues insights that can inform future campaigns or sales pitches.
  4. Boost Your Branding: Reinforce brand voice, style, imagery, and personality. Are you seeing fellow employees misrepresenting the brand? Quick do’s and don’ts can go a long way in keeping employees on their toes. Plus, linking out to your style guide and templates is useful to an employee creating presentations and reports.
  5. Highlight Evergreen Content: The internal comms and content marketing team are creating great content. And your sales team could use the blogs, webinars, or case stories as a great excuse for touching base with key prospects...if only they knew about it. Use your newsletter to encourage them to communicate about the thought leadership you’ve worked so hard on.
  6. Bring in the Voice of Your Customers: Highlight customer case studies and bring in suggestions for new ones. Case studies are a great sales tool, and a newsletter can highlight new and relevant clients that are using your product or services. You could also include any comments or reviews left by customers that you think your employees should know about. There’s no better advocate for the brand than happy customers!
  7. Complement Existing Company Collateral and Resources: Your email newsletter can be a weekly, monthly, or quarterly examination of what the company finds important. It can be a platform to welcome new employees, announce new product versions, highlight relevant assets, and ask for input on a rebranding. In this way, it reinforces the messages and information in all the other content that your company produces. Use it to collect feedback and insights.
  8. Employee Engagement and Advocacy: Communication is key. Turn a colleague into a hero. Calling out successful collaboration helps those involved feel appreciated and encourages more sharing of ideas and resources, which boosts employee engagement. 
  9. Reinforce Transparency As a Mindset: Having a newsletter opens up a line of communication that doesn’t clog up the email inbox. As comms pros, we know that the best way to start a conversation is to provide the subject and the platform. At the very least, this newsletter can be the jumping-off point to discuss company values and employee culture.
  10. Share News Updates: If a newsletter is implemented right with a predictable cadence, it can be an invaluable mouthpiece for stakeholders throughout the organization. The resulting content can be a 360-degree view of what is going on in an organization. The material can be as diverse as a recap of the CEO’s recent “Ask Me Anything” (AMA) session; the sales team’s exceeding their monthly sales quotas; issues with a recent product launch, communication from a Vice-President, or highlights from the social media team. 
  11. Provide the Data Analytics Behind the Successes of Your Efforts: Data is how a segment of your colleagues track success, so in addition to sharing media coverage, you can share easy to read graphs and charts that track monthly media coverage, social media mentions, sentiment, competitive benchmarks, etc… It’s an easy way to benchmark the work you do for those more interested in volume than they are the engagement aspect of KPIs.
  12. Earned Media Coverage: If you receive hard-earned coverage in a media outlet, whether it’s the Washington Post or a niche publication that’s important to your industry, wouldn’t you want to shout it from the mountaintop? Well, here’s the perfect venue for doing just that. Tag the story in your media monitoring platform and create a newsletter using the built-in functionality, don’t forget to include additional insight. Your brand mentions mean as much to your colleagues as they do to you, so share that article that has a link to your product, quotes your CEO about the state of your industry, or shows how your company is making strides with its offerings. Your colleagues want to know how the rest of the world perceives the company. And as a bonus, summarize your coverage analytics to show how your reach and share of voice have grown, so they can take pride in the momentum you’ve built.
  13. Include Industry News, Trends, and Insights: No matter how innovative a company is, competitors are a healthy part of any industry. That’s why highlighting the achievements, as well as the missteps of close competitors, can give employees insight into how to do their jobs. With a media monitoring solution in place, a company can monitor their own, as well as competitors’ keywords to see how well their social media accounts are leading to engagement. From this info, they can perform a competitive analysis to share with the entire organization.
  14. Highlight Key Partners and Customers: Use the newsletter as an opportunity to highlight key partners and customers and what their public media coverage is. The newsletter can show how your key partners and customers are using your products and services in interesting ways. This can be useful for sales, biz dev, and customer service teams as they reach out to new partners or assist existing partners and clients. It can also help UX/CX and engineering teams as they understand how products and services are actually used by partners and clients.

Internal Newsletter Examples

Now that we know what to put in a newsletter and how to name it, let’s take a look at an example for some inspiration. We took an informative and concept-driven approach and mocked it up below. This internal newsletter comes directly from the marketing team to highlight their accomplishments, upcoming events, resources, and more. 

Internal Newsletter Template

An internal newsletter truly is just another email in our inbox, right? So the design element is crucial to whether your readers are encouraged to click through or not. And today, you can use a newsletter template or customize your own using a service like Meltwater.

Here are three newsletter templates we think are k-i-l-l-i-n-g it that are worth checking out.

Meltwater

Meltwater’s newsletters & website newsfeeds allows you to easily share media coverage in a customized fashion. You can:

  • Share results & inform stakeholders - The newsletter will allow you to curate a hand-selected feed of articles to be shared via a branded email newsletter & the newsfeed product allows you to showcase positive news or social media content on your website, adding third-party validation to your own content.
  • Promote your hard work - Use the newsletters to share company mentions, provide commentary on important stories, and compile market and competitor briefs.
  • Showcase news and social mentions - Promote relevant news and any social media mentions. The newsfeed allows you to stream customer testimonials and feature industry insights.

Themezy

Themezy templates are great because they optimized across devices to ensure everyone can easily read the newsletter. What’s even better is they offer sixteen free templates and you don’t have to submit you email address to get started. 

TemplateMonster

If you have some budget to spend, look to TemplateMonster. They have a variety of templates that are user-friendly, customizable, and compatible. You can even do a live demo to see if it fits your needs. Below is their Panda template, built specifically for a creative agency.

 

 HubSpot Template Marketplace

With a large collection of email templates, HubSpot offers free and paid versions, some as low as $1 and can be used immediately. Below are all examples of templates from their marketplace. 

Internal Newsletter Names

Brainstorming names can be tricky, right? As marketers, we know It’s one of the first things your employees will read next to the subject line, so it's important to be thoughtful. And you want to make sure it stands out and grabs the reader's attention. So where do you start? 

First, take into consideration what type of content is included. Is its purpose informative, frequency-driven, goal-driven, or employee-driven? Is it based on a concept or your brand's name? Maybe it’s a mix? Second, make sure the name reflects your company’s brand voice and adheres to any internal guidelines. You can reference your company’s brand guidelines as a good place to start. And third, keep it short, simple, and direct. 

Here are some examples of names based on the intention or theme of your newsletter. 

Informative 

  • The Insider 
  • [Company Name] Digest
  • Just the Facts

Frequency-driven 

  • The Monthly Review
  • The [Company Name] Weekly Bulletin 
  • The Month Ahead

Employee-driven

  • The People’s News
  • Our Voices
  • All Hands Information

 Concept-driven

  • Marketing Insider
  • Media Talk
  • Marketing Thoughts 

Brand-driven

Consider how you can use your brand in the publication name. It could be the title of your blog, tied to your brand colors, or an alliteration based on your company’s name. 

Improve Internal Communications with Employee Engagement!

Employee advocacy is key in building and protecting brand reputation, so it makes sense to cultivate a strong employee culture. And an internal newsletter is a key component of a strong employee brand ambassador program and improving internal communications. Now that newsletters are easier than ever to produce, “why not start a newsletter today?”