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How to Craft Compelling Internal Company Newsletters

Beefree team
Beefree team
Mar 7, 2024
How to Craft Compelling Internal Company Newsletters
How to Craft Compelling Internal Company Newsletters

It’s no secret that newsletters are a powerful aspect of successful and impactful marketing strategies. With 81% of marketing professionals stating that email newsletters are their go-to type of content marketing, deciding whether to create and send regular newsletters to your clients is a no-brainer.

But what about your staff? Could employee newsletters be as effective and compelling for your employees as they are for your clients? The answer is “yes”.

Before creating your first-ever internal company newsletter, read our guide. Here, we’ll reveal the benefits of internal newsletters, the key elements to include, and how to create an internal newsletter for maximum reach and engagement.

According to a study by Ragan Communications, 83% of employees prefer receiving company news and updates via internal email newsletters.

It’s important for businesses to invest in internal newsletters because they play an important role in employee engagement, encourage better communication, and promote trust within the company. They represent an efficient way to share information, endorse company culture, and encourage employees to learn from one another.

Here are just some of the things you can expect to achieve by writing great company newsletters:

Enhanced staff commitment, motivation, and retention:

By using newsletters and emails to regularly engage employees in company news, updates, events, and celebrating individual accomplishments helps employees feel like essential stakeholders in the success of the company. This is more likely to help them feel involved in the company's success and be more open to providing feedback and contributing to the company beyond the day-to-day responsibilities.

Higher productivity:

When staff feel more involved and engaged, productivity follows. Gallup reported a 21% increase in productivity from highly engaged teams. Put simply, engaged employees are prepared to go above and beyond to complete their goals.

Better collaboration:

Regularly keeping your entire workforce in the loop allows them to communicate and collaborate more effectively.

How to Craft Compelling Internal Company Newsletters

Understand your audience's preferences

Your workforce likely consists of a range of folks varying in expertise, backgrounds, age groups, and interests.

So, to make sure your newsletters are read and engaged by as many people as possible, it is important to offer something for everyone. Which is, of course, easier said than done. This is where surveys and questionnaires can help. Before you create your internal newsletter, send out surveys asking questions such as:

  • How often would you like to receive the newsletter?
  • What are the three most interesting/useful/important topics you’d like to read?
  • Would you be happy to be featured in the newsletter following a project accomplishment?
  • What are your interests?
  • Are there any resources you’d like for us to include in the newsletter to help support your everyday work? 

By involving your employees in creating your email newsletters, you can curate the newsletter specifically for their needs. Consider segmenting your audience and sending department-specific newsletters if you notice various interests and needs across departments. 

Craft relevant and engaging content

Now, for the most crucial bit: your newsletter’s content. We mentioned how vital it is to use simple, straight-to-the-point language. This, though, doesn’t mean that your content should be bland and dull. For your newsletter to hit the mark, it must include compelling, relevant, and insightful content that your audience loves to read.

Your content needs to not only provide information but also engage your audience if you want to develop a sense of community within your organization. It is also a good idea to seek feedback and revise your content strategy over time, as you want your content to stay fresh and captivating.

Align content with company values and goals

Whatever you decide to include in your newsletter must align with your company’s values, mission, and vision for the future.

Everything about your newsletter should be an extension of these aspects – from its tone of voice to its visuals. This can help reinforce your brand identity and help foster a strong company culture and sense of community among your readers.

Develop a budget for newsletter expenses

Who is going to manage your newsletter? Will you handle it internally or outsource it to an external party? Regardless of which you choose, there will be a varying degree of costs associated with it. To keep track of them, develop a detailed budget – preferably using automated tools. 

The exact budget will vary depending on your organization's size and requirements. You may have to factor in the costs of email marketing platforms, content creation, design, analytics tools, employee time, and potentially staff training. 

One highly effective option for budget management is to utilize budget management software. These tools are designed to streamline your expense tracking process, reduce the margin for errors, and allow you to effortlessly keep a close eye on your newsletter-related expenses.

By combining budget tools with other monitoring tools, you’ll get a good sense of how your internal communications affect your business. 

Make sure you look at various metrics to measure your newsletter's success. For example, quantitative results like open rate and the number of shares can be checked, as well as more qualitative metrics such as digital survey responses and feedback meetings. This will help you determine how useful your newsletter is and means you can create ROI benchmarks.

Managing the workload effectively

Did you choose to handle your company newsletters internally? Great, but you’ll need to ensure this doesn’t become too time-intensive. In all likelihood, the person (or people) assigned to create the newsletter will also handle other tasks.

With tools such as time and expense management software, you’ll be able to check exactly how much time your employee devotes to creating and running the newsletter. Does it seem insufficient, and the content is starting to suffer? Or are they spending too much time on it and not focusing on their core activities?

Tracking all this helps your employees work more efficiently, stay on top of content planning, and keep up with their other tasks.

Choose a format and posting frequency

If you’ve asked your employees how often they’d like to receive the newsletter, you should now know the ideal frequency. Suppose 60% of people said they’re happy with one monthly newsletter, while 40% would like to read it weekly. Go for a middle-ground alternative, such as bi-monthly.

You can use email marketing automation to send newsletters at optimal times, allowing for factors like employees working in different time zones. This allows your team to focus their energy on content creation.

The optimal time to automate your newsletters is midweek mornings, as Mondays can be hectic for workers catching up after the weekend, and on Fridays, they may be less engaged due to the upcoming weekend. Mornings are usually best, as that is when most people check their emails. 

Some things you’ll want to include in your newsletters are unpredictable, such as employee achievements. However, other company newsletter ideas can be planned and outlined in advance, such as details on training sessions, a new leadership team manager joining the company, and company events.

Consistency is extremely important when it comes to maintaining audience engagement. Creating a content schedule for planned content will allow you to deliver valuable information regularly and reliably.

Continuously refine based on feedback

Maybe you think you’ve been sending out the most amazing company newsletters using the best platforms, but how do your readers feel? Ask them! Your audience’s feedback is one of the most precious tools you have in refining and improving your company newsletters.

Whether it’s about the content, the frequency, or the length, keep asking for feedback, suggestions, and input. You can make this a fast and smooth process by leveraging automated feedback software, such as SurveyMonkey and Typeform.

Your audience will likely appreciate being asked for feedback as it will make them feel that their opinions are valued and that the content is being purposefully designed for them.  

Encourage reader interaction and sharing

A newsletter with a strong CTA can retain a lot of its potential. So, remember to include a clear and enticing call to action at the end of your email. This should encourage the reader to interact with the content, share it, and discuss it with their peers.

7 Key elements to include in an internal company newsletter

We’ve compiled a list of the 7 key elements you should include in your company newsletter. This will help you form the basis of your internal communications, which you can continue to reform as you explore what works for you and your employees.

1. Easy-to-understand messaging

When writing your internal employee newsletter, leave complexity out of it. Don’t use jargon. Speak clearly and straightforwardly, and try to appeal to as large an audience as possible. 

This is especially important if people from different departments with different backgrounds and interests read your newsletter.

2. High-quality images and graphics

The choice of imagery in newsletters takes on an important role. It's about capturing your audience’s attention and making employees feel seen and represented. When curating images and visual elements for your newsletter, it's essential to prioritize content that resonates with your diverse workforce. Including imagery that reflects a variety of backgrounds, experiences, and perspectives can foster a profound sense of inclusivity and belonging among your employees.

Adding interactive elements to an email newsletter can help spark your readers’ interest and keep their attention longer. So, remember to give your newsletter design some thought and include hi-res images, graphics, and other visual elements such as video clips and GIFs. 

By including images from all teams and team members, you’ll ensure that your internal company newsletter informs and reinforces a culture of inclusivity where every employee feels valued and represented.

3. Company updates and project spotlights

To get your team’s attention, you’ll want your newsletter to discuss important updates and highlights. Did you recently win an award? Are you going to organize a fun work trip or social event? Have you appointed a new manager for your marketing team? Is there any industry news that might be relevant to your company? Whatever it is, make sure it gets a mention.

4. Training information and helpful resources

Another must-have in your internal newsletter is useful information. This could be anything from the date and time of your next DEI training session to helpful resources about remote work and guidelines on new product releases. Remote work has become increasingly prevalent, and providing guidance and support in this area can greatly benefit your employees' productivity and well-being.

5. Leadership messages and staff contributions

Messages from your company’s leaders and internal shout-outs are two other things you’ll want your newsletter to have. These are especially important if your company has recently gone through something significant or a specific staff member has distinguished themselves in a project.

6. Employee highlights and achievements

Speaking of staff members, regularly include your team’s achievements and highlights. You could refer to a team or department or mention a specific person – it’s entirely up to you.

This practice of highlighting and celebrating employees success is instrumental in making them feel acknowledged and appreciated. It reinforces their sense of value within the organization and contributes to overall morale and motivation.

7. Culture reinforcement and community involvement

Lastly, remember to include a sentence or two about your company’s culture and tie it with anything tangible your readers can do to help the community. 

For example, if your company values becoming greener and more sustainable, you could scout for relevant volunteering opportunities in the area and add them to your newsletters. Or, you could mention what your company is doing to lower its carbon footprint and encourage your employees to help you achieve this goal.

Designing impactful internal newsletters with Beefree

If it all sounds like a lot and you’re not quite sure where to start, then remember: you don’t need to do it alone! Elevate your company's internal communications by leveraging the power of Beefree to design newsletters that captivate and resonate with your team. With its intuitive drag-and-drop editor, you can effortlessly create visually stunning layouts, incorporating eye-catching visuals and dynamic content.

Offering a broad spectrum of professionally designed templates, Beefree caters to various internal communication needs, including announcements, team updates, project milestones, and employee recognition. With easy customization options, you can effortlessly tailor these templates to align with your company's branding, tone, and specific messaging requirements.

Sign up for free and start designing! 

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Let’s get into it.  

#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

So, what’s the first strategy you’ll finally implement? Your inbox (and your audience) are waiting.

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Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

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