5 Tips for Corporate Newsletters: Less Cringe, More Binge

Love ‘em or hate ‘em, corporate newsletters are here to stay. I can hear some of you groaning, but stick with me for a moment. Like website popups or video ads, they may seem annoying, but there’s a reason they’re still done. That’s because when done right, they work.

According to HubSpot’s 2023 email marketing stats report, “Most marketers report an average email open rate of 46-50%” . That’s pretty significant. That being said, who wants more emails in their inboxes? No one. To get your audience’s attention, you have to offer them value - something they won’t get anywhere else.

Newsletters: an art and a science

I like to think of company newsletters as a happy marriage between exceptional content and beautiful design.

If the messaging is compelling, but the design sucks, that won’t win you any points. Same goes if the design and layout are eye-catching, but the content is weak. Your audience will unsubscribe and you’ll never get them back. Like, ever.

As a seasoned marketer, I’ve written, structured, and designed hundreds of newsletters, reaching tens of thousands of clients and prospects across the globe. Over the course of my career, I’ve learned some tried-and-true methods for maximizing their impact, and created a few of my own along the way. ??

Here are my 5 do’s and don’ts for company newsletters:

Do identify the goal

Before I begin writing a single line of text, I consider my goal: what do I want the reader to do? Download something, share something, join a livestream, watch a video - what? This helps me prioritize the content and decide what should be placed at the top and what is less crucial so it can be placed elsewhere or incorporate unique design elements.

Don’t harp on the goal

Let’s say your company is the platinum sponsor of a conference in London. Of course you’ll want to highlight the sponsorship and encourage registrations, schedule 1:1 meetings, meet for an afterparty, etc. But if the newsletter is all about the event with little else in the content, you’ll see low impact. It’s unlikely that 25% of the email recipients will register, or frankly, even care about the event. So don’t center everything on the event or whatever your main focus is, but mix it up!

Do use humor

Humor can be one of the most effective tools up a marketer’s sleeve. People like to laugh and be entertained. Every business decision maker is a human, after all, so if you can make someone laugh, your company will be memorable. Something as simple as a joke or sarcastic comment - keeping it classy, of course - can be highly effective.

Don’t go overboard

Like that weird guy or gal who stays way too late at the party, you definitely don’t want to go too far with a humorous angle. Using some funny copy or a GIF is like an icebreaker: it’s a short intro intended to warm up your audience and engage with them before continuing on to other topics.

Do use pop culture references

Tap into what’s in the now. Include a famous one-liner from a movie or TV show that’s easily recognizable, ensuring it authentically relates to your messaging.

Case in point: shortly after Top Gun: Maverick was released, I included Tom Cruise’s famous catchphrase "I feel the need, the need for speed" in one of my newsletters alongside a fighter jet image. It made sense because the topic was about time savings, and the audience responded well.

Doing this makes your company relatable. Business relationships are actual relationships, and cultivating them requires making a human connection.

Don’t overdo it

Remember last year’s Barbie explosion? Bubble gum pink was everywhere. ????

Pretty much every business used some kind of Barbie reference in their marketing. Incorporating these nods to entertainment can be cute at first, but you don’t want to overdo it. That can make your company seem unoriginal, so use pop culture references sparingly.

Do mention awards

Has your company won an industry award?

Certainly you ought to mention it in a newsletter, add to a website, share on social media, mention on podcasts, and include in sales tools. Awards can help build trust, influence decision-making, increase customer satisfaction, and help organizations gain an edge in a competitive market.

Don’t focus on them entirely

Tempting as it may be, avoid beginning a newsletter with an award. Most people find them irrelevant unless they already know your brand.

Include the recognition a bit later in the content (and you can definitely make a big splash about it there), but you want to grab the audience’s attention with something more valuable first; otherwise they probably won’t open your email.

Do include hot topics and news

The content of a company newsletter should be varied and interesting. Share news and articles that are industry-related, even if not 100% connected to your company. You can get creative by placing a “hot topic” section in a separate area of the layout. People want to read things that pique their interest and keep them informed or entertained.

Let’s say your company provides patient scheduling software for the healthcare industry. Your newsletter could include hot topics about mobile healthcare apps, personal medical devices, remote monitoring, or similar.

Don’t make it irrelevant

Relevancy is key. Make sure your newsletter’s content isn’t strictly focused on the organization and its product or features. That gets real old real fast. Be informative, educational, entertaining, or inspiring, but make it relevant.

Don’t be afraid to get a little controversial, either. Was there a ransomware attack or extreme weather event ??? If you work for a cybersecurity or climate tech company, add it to your newsletter. Just walk a careful balance between being interesting and using a negative story to push your company ahead.

Some final thoughts…

Use numbers (7 is a personal favorite ). They draw the eye quickly. See what I did there?

Limit CTAs. A few well-placed CTAs are great for registrations, downloads, and signups, but more than a few are overkill.

Embed videos at the top - they're the first thing your readers should see.

Whether you’re highlighting a customer testimonial, sharing an event recap, or offering a special promo, videos capture attention like nothing else. Like a maraschino cherry on your marketing sundae, they should go on top.

I can’t believe I have to say this in 2024, but for the love of God, never, ever put the word newsletter in the subject line! Yes, there are companies that still do this. It makes us hit the delete button faster than you can say “spam”.

While the idea of yet another corporate newsletter sounds boring, when incorporating crafty messaging and thoughtful design, it can become one of your company’s most important and effective marketing tools.