the difference between external and internal newsletters,
and what content goes into each?
are used as marketing pieces; internal newsletters are used
strictly for employees
A major mistake companies make is they send their internal
newsletters to their customers, who couldn't care less about
who got promoted, who got married and/or who gave birth.
In general, follow these content guidelines:
These are for your customers and potential customers. They're
interested in how your new product or service can save them
time and money and make their businesses more efficient.
The most important thing to remember is to serve, not sell.
that is useful to the reader - but also sells.
ideas they can implement immediately.
on trends in your industry which may affect them.
that help them save time and money and make their business
and personal lives more meaningful.
new products and services, STRESSING THE BENEFITS to the customer
information that will increase their bottom line.
to” information so they can do things themselves (you
can't expect your customers to buy EVERYTHING from you).
a customer by highlighting them in your newsletter. This not
only creates good will between you and the customer you're
writing about, but shows others that you value your business
If you do this, you'll not only position yourself as an expert,
but as a caring human being. People love doing business with
knowledgeable people who care about them.
What do employees want to know? A survey conducted by the
International Association of Business Communicators yielded
the following results:
plans for the future, e.g., company goals, expansion, etc.
related “how to” information.
local, state, world events or changes in the business climate
affect your employee's jobs, your company and your customers.
new staff, products and services
Resources policies and practices.
changes and promotions.
you're doing vs. the competition.
employees for their achievements
interest stories about employees/customers.
employees' lives (birthdays, marriages, anniversaries, births,
of the month, quarter, etc.
of what's going on in departments/divisions.
results and how profits are used.
and promotional plans.
trends in the industry and how they affect us and our customer