Write sharp headlines, tell stories that establish emotional, personal connections, and deliver useful content that supports corporate goals.
With so many people working from home during the pandemic, companies have more remote workers to reach than ever. And there’s no end in sight.
Research firms say 82% (Gartner) to 86% (Gallagher) of companies plan to let employees work remotely at least part of the time even after the pandemic is over. A global survey in 2020 shows that people’s sense of belonging is worse when working from home. Employees have difficulty building and maintaining work relationships and staying aware of what others are working on.
Communication professionals are responding by using multiple channels to reach employees. And the humble e-newsletter is still a valued part of the mix.
Still, there’s no question the e-newsletter has competition in employee in-boxes. So here’s how to make your newsletter “click-worthy” and the best it can be in 2021:
1. Use effective headlines that encourage people to open your email.
“January newsletter” doesn’t cut it. What are the most interesting, appealing or valuable topics in the issue? Why should someone open the newsletter? Note that you build trust in the value of what you share over time. If what you share has little value and doesn’t match the promise in your headline, you’ll train people to ignore future messages from you.