You have a lot of responsibilities to keep employees happy and informed. You are not a marketer or a designer, but you’re tasked with developing and creating internal newsletters that your company's employees will feel good about and be proud to be part of something special.
That's a lot to think about.
This guide to internal employee newsletters is meant for you! We'll share the best practices, design tips and tools to create professional newsletters that will surprise and delight your team.
You’ll love the benefits that come with sending an internal newsletter:
But that’s just a fraction of it. Read on to see how internal newsletters can help your company’s communication.
An internal newsletter is, as the word implies, a newsletter that is sent within your company. This could be monthly, weekly or whenever there’s a need to share information.
Most people treat an internal newsletter as a way to share updates about the company, but it's also an opportunity to build morale or generate excitement about the company.
Internal employee newsletters differ from a plain email because they A) look much better and B) give you the opportunity to embed useful newsletter features.
When you create a newsletter with an email marketing tool, you can add in-email surveys, share videos, edit images within your email and add countdown timers.
Furthermore, you can easily create groups so you can choose whether you send your newsletter to a particular department or the entire company.
You probably use a tool like Slack or a similar messaging app to communicate within your company, so why bother sending a newsletter on top of that? Can’t you just mark important messages bold and call it a day?
You could, technically. But in reality, these messages tend to be scattered throughout different channels and get lost in the many GIFs and other notes.
Internal email newsletters are great to keep things clear and organized for everyone.
Yes, it does take a bit of time to gather all information and create the newsletter, but think of it like this: you’ll do your team a tremendous favor.
As a result, the entire team will feel more connected across departments. When everyone is on the same page, it's much easier to achieve common goals.
At MailerLite, we send a monthly email that recaps everything important that happened that month—from new employees to software improvements and customer support stats. This way, we make sure that everyone is in the loop and didn’t miss out on any important notes. Employees that were out vacationing can read them and we can forward these emails to new employees to get them geared up.
Though keeping people in the loop is the main use of our internal communication newsletters, we also use them for other purposes.
No matter what the content idea, it's important to organize and clearly communicate your ideas within the newsletter. Here's a separate guide all about crafting content to help you out.
Now, the best part about company newsletters is that your target audience is pretty clear: employees.
You can start by importing the employee email addresses into your email tool. The fastest way to do this is with an Excel upload or by using an integration (if you have your email addresses already stored elsewhere).
It makes sense to integrate more data than just the employee’s name and email. Think ahead of the type of email campaigns you want to send out.
Do you want employees to receive a birthday email? Then you’ll need their date of birth.
Do you want employees to receive a welcome email on their first day? Then you’ll need their starting date.
You get the picture. Think ahead about future employee newsletters so you’ll know what information to import (though obviously, you can always add more data later).
After the import has finished, you’re ready to start creating your first company newsletter.
That depends on you. You can either send it to the entire company or select a group(s).
When you’re using an Excel file to import subscribers, you can add the different departments in a column so your email software imports them automatically. These tags can be used to sort employees into groups.
Have you heard of our dynamic content feature? Dynamic blocks are kind of like magic. You’ll decide which subscribers get to see them! Drag the block inside the newsletter, add content and then set who’ll be able to see the content.
With dynamic content, you can send one newsletter and show different information to different people. That’s much easier than creating separate newsletters!
All that theory, but what does an internal employee newsletter really look like?
Congrats, you’ve made it to the part where we show you some examples of our own internal company newsletters. Feel free to copy these concepts for your own internal newsletter marketing strategy.
In our monthly update newsletter, we make sure everyone knows what’s happening in the company.
Subject: Megan, the August newsletter is here!
Since MailerLite is constantly growing, we’ve realized that it became harder to keep up with what other teams are working on—especially as a remote-first company. This is why some of our teams have also started to send their own newsletter.
For example, in our first marketing monthly newsletter, our CMO Ilma shared:
Here’s what that, sort of, looked like (sorry, we had to leave out some confidential parts!).
Subject: Marketing Monthly
Our project managers do the same in their newsletter.
From: Project Management Team
Subject: Hey Megan! The first update about projects arrived
Since only the employees that are working in our Lithuanian office get to see each other on a regular basis, we organize get-togethers twice a year (we call these team-bonding events workations and you can read about it here).
To inform everyone beforehand about the workation, we created a dedicated landing page using MailerLite
After the workation was over, our CMO Ilma sent a feedback email where everyone could chime in and say what they liked and didn’t like about the program. The in-built editor feature to create surveys made it easy to gather feedback. All Ilma needed to do was drag the survey block into her newsletter when creating her template. She then added several open questions, a satisfaction score and a Thank You message as the outro.
Subject: How did you like the workation?
Our Slack channel #birthday-wishes gets filled with cake and balloon emojis and funny GIFs every time on of our team members has a birthday, but it’s also nice to send a birthday email on their special day.
By using personalization, you can create a personalized text that shows their name (or even their age or interests if you want to get really creative).
From: All of us at MailerLite
Subject: Happy Birthday Megan!
When our developers were almost done with the BETA version of our mobile app, they wanted to announce it with more than just a chat message. For the occasion, our designer Ignas created a stylish announcement email.
From: Ignas & Adam
Subject: Workation is almost here!
You can use your own employees as guinea pigs too. A/B test two different subject lines and ship off your newsletter without notifying your employees about their unopened email. Let them discover and open the corporate newsletter on their own. This way you can test what email subject gets more attention. Your findings can be used for your newsletters to customers.
Sending newsletters with an email tool makes it super easy to style your newsletter exactly how you want to. You can pick a template and edit the colors and images, or create your layout from scratch. With MailerLite, you can edit your images directly within your newsletter. Add effects, a border, text, shadows or crop your image as preferred.
Your corporate newsletters are also a good opportunity to bring some extra motivation and engagement within the team. Find the right tone of voice for your newsletters and pay attention to how you convey things. There are many different ways to tell your employees about achievements and each one can evoke a differ reaction (from neutral to excited).
With regular email newsletters, you often want customers to click somewhere in the newsletter. For example, you’d add a button that leads to your online shop. Internal newsletters are a bit different. When you’re communicating important messages, you want to share the information as complete as possible so the reader gets all the information at once.
Even though your employees should feel motivated to read company news, keep in mind that their time is valuable. Keep your newsletter compact and to the point, so the content can be digested easily and quickly.
As you’ve read, internal newsletters are not just to inform employees about the latest happenings within the company. The topics are endless and once you get creative, you can send some really fun and engaging newsletters that’ll boost team spirit. We highly recommend starting your own internal corporate newsletter!