Chapter 6: Executive Writing
Many companies send newsletters to maintain an ongoing relationship with employees, customers or other stakeholders. While a Google algorithm or social media platform shift could result in a loss of followers or viewers overnight, a company “owns” its email list.
Newsletters should be sent on a regular basis, whether that’s quarterly or weekly. They can educate, inform and entertain – and oftentimes, companies also want them to promote. A Hubspot article on creating email newsletters people will actually read recommends balancing content to be 90% educational and 10% promotional.
Most newsletters are sent via email or posted online, so the writing should be written and formatted for online readers who tend to scan rather than read (see the chapter on Writing for the Web).