Five tips for writing a company newsletter

A business newsletter can be a very effective way to communicate information to clients, broadcast company achievements and send out special offers.

Why write a newsletter?

An interesting, engaging newsletter has the potential to bring in new clients and pay for itself many times over in increased orders from current clients. Articles you write for your newsletter can also be added to your website as news stories, expanded into blogs or reworked into press releases – giving you more than one bite of the cherry. In short, a newsletter can be an excellent marketing tool.

When newsletters are a waste of time

Some company newsletters – and we’ve all seen them (and not read beyond the first story) – are navel-gazing, badly written and as dull as watching paint dry. If your newsletter doesn’t engage with your readers, then you are wasting time and resources that could better be spent elsewhere. You may even put off potential customers.

Here are my five tips for writing a good newsletter:

1. Get the tone of your newsletter right

As with all copywriting, the first thing you need to establish is: who is your audience and what sort of tone will engage with them? A life coach, an upmarket restaurant, a local plumber and a large financial institution will all need a different approach. A newsletter can be a good opportunity to show your expertise, a little personality and even humour, but if you get the tone wrong, you will alienate your customers.

2. Keep your newsletter articles short

Think about conversations you have with your customers. Have you ever heard them say there are not enough hours in the day? If so, when are they going to find the time to read long, wordy newsletters? By keeping articles short and punchy, with memorable headers, you are more likely to win readers – and business.

3. Choose subjects that will interest your readers

It sounds obvious, but so many newsletters consist of in-depth reports about things that interest the person producing them, rather than their clients. Give your customers tips of the trade, case studies, special offers – anything that will genuinely be useful to them, as well as showing your company’s expertise in the field. The aim is to get your customers looking forward to your next newsletter coming out – and to think of you next time they, or someone they know, needs the services that you provide.

4. Make staff news interesting

If you are including news about your staff (Rachel in accounts is off to have her third baby, Peter in sales is retiring), make sure it’s relevant and interesting. A customer may find it helpful to know a regular contact is leaving but all too often staff news stories can feel irrelevant to a customer. Find a way to liven up stories: for example, I was recently asked to write a newsletter story about a member of staff going off to Australia, so I included a list of entertaining Australian phrases he might find useful on his travels, making it more fun to read than the usual: “we wish him well”.

5. Bring in help when you need it

Are you struggling to come up with ideas for your newsletter and the time to write it? Do you worry that it’s full of mistakes and the writing could do with spicing up a bit? If you don’t have experienced writers among your staff – and not many companies do – consider having a chat with a copywriter. They can bring fresh, new ideas to your newsletter, make sure the grammar and spelling is spot on, interview clients for case studies and staff for profiles – and free up your time so that you can focus on your actual work.

If you’re thinking of starting a company newsletter or would like to get better results from your current newsletter, call Michelle on 01484 430228 and she’ll be happy to advise you.


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