Question

Topic: Strategy

Internal Company E-newsletter

Posted by Anonymous on 6/21/2011 at 12:26 PM ET 25 Points
Hi there, I've recently put together a department e-newsletter to be sent to the whole company. Results were that no many people opened the newsletter to see what this specific department was up to. I would like to get some ideas on how to make this newsletter more interesting ...kind of offering an incentive for the people to read it.
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  • Posted on 6/24/2011 at 6:11 AM Member
    First, provide value! Read an interesting blog in Jeffrey Gitomer's (a leading sales trainer) E-zine Sales Caffeine about a marketing consultant who asked the fellow next to him in the airplane what he did. The man describes his company with such deep knowledge and enthusiam that the consultant assumes he is talking to a senior manager, maybe even the CEO -- a possible consulting contact. Turns out the employee drove a truck for the company. His attitude made him a walking billboard for the firm and its products -- and presumably reflected (in part) his reading its content rich internal newsletter.

    Any information you can provide people on how better to manage their time, to be more productive, to help the company grow, which in turn will create more opportunities for themselves, will serve -- mixed in with some entertainment, just for fun, content. Remember that video links add real power to the content.

    Regards,
    JH
  • Posted by michael on 7/2/2011 at 3:16 PM Member
    Karina,
    A lot depends on the perception of the newsletter. If other employees see it as you promoting yourself then you're going to get some resistance. I'd encourage you to seek input from other departments so they have a hand in the content. That'll increase the open rates.

    Michael
  • Posted by lathans on 7/5/2011 at 11:03 AM Accepted
    Start with the question of WHY you need a newsletter? Nobody is going to be more intrerested in what your department does than you are. So instead of simply reporting what you do, make it about how your department interacts, supports, fuels, and works with everybody else. Report results. For example:
    Instead of "Marketing spent $10,000 on a list, eight days scrubbing it against internal database, executed four separate email blasts, and spent another $2500 on a new pop-up booth." try "Marketing ran a new Whizbang campaign, "Gee Whiz!" for the Central Region to fill pipeline for Q3. To promote the new, improved Whizbang product, salesfolks are now armed with a beautiful new brochure and pop-up booth to match to use at the Whizbang International conference they attended last this past week! (*show small visuals of what you created*) Read about the show in the VP of Sales's blog here.

    This will add value to not only your readership but to your own department by higher-ups...they'll see how many touch-points you have cross-department to fulfill Corporate goals and activities.
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