From Inbox to Impact: How to Create an Engaging Community Newsletter

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☝️🤔 First and foremost, that's the one and only Ray Tomlinson. The first homie to send an email.

In a world where our attention spans can barely manage a 10 second TikTok video, it’s easy to presume that newsletters – a more traditional channel of brand communication, might be on their way out along with fax marketing and the Yellow Pages…  

However, newsletters remain one of the most powerful communication channels, especially for NFPs and community organisations. One of the main benefits is the direct line of communication you have with your audience. Unlike social media platforms where algorithms can affect visibility, newsletters are delivered directly to subscribers' inboxes, making your message much more likely to be seen, read and engaged with. 

Plus, newsletters can be segmented based on subscriber interests or demographics, allowing organisations to deliver personalised content to specific segments of their audience. For example, you may have a community newsletter tailored for 18-25 year olds, and another for 65+. 

Despite new and emerging channels, newsletters remain a classic. Relatively old, but still relevant. Kind of like Elton John. Newsletters, like Sir Elton, also build engaged audiences. According to Medium, Greentech Media’s newsletter visitors spend 80% more time on site than visitors from other channels.

With that, it’s fair to say newsletters aren’t going anywhere. So the question is, how do I create an engaging community newsletter that people actually want to read? 

Here are some key considerations: 

Know Your Audience

First things first – who are you talking to? Before you start drafting your newsletter, take the time to understand who your audience is and what they care about. What are their interests, concerns, and priorities? What type of content do they actually want to see? It’s useful to draw up an avatar, or multiple avatars for your newsletter audience covering demographics and wider interests to guide your communications and humanise who you’re talking to. 

Design for Impact:

When it comes to newsletters, looks matter. The visual presentation of your newsletter plays a crucial role in capturing readers' attention and conveying your message effectively. Invest in quality design that reflects your organization's branding and values. Use eye-catching imagery (avoid Stock if you can), clear headings, and plenty of white space to make your content easy to read and navigate. Don't forget to optimize your newsletter for mobile devices, as that’s where most people will be tuning in from. 

Curate Quality Content 

A community newsletter is often an amalgamation of different stories, messages, updates, news and promotion. The way you curate and communicate this content will make or break your newsletter. Alongside strong design, ensure your copy is clear, pithy and reflects your brand tone of voice. It’s also worth noting that you don’t have to include everything inside your newsletter – digestible soundbites with click through links to more information work best. Try experimenting with different formats, such as videos, infographics, or interactive polls, to keep your newsletter fresh and engaging. 

Keep it Consistent: 

Consistency is key when it comes to newsletter publishing. Establish a regular schedule for sending out your newsletter, whether it's weekly, bi-weekly, or monthly, and stick to it. This helps to build anticipation among your audience and ensures that they know when to expect to hear from you.

Back-End Set Up for Success 

Behind the scenes of the newsletter is just as important as the content your reader sees. In terms of software, opt for something like Mailchimp, ActiveCampaign or Klaviyo. Your setup considerations should also cover audience segments, send out days & times, well-crafted subject lines and A/B testing. 

Measure & Iterate: 

Finally, don't forget to measure the effectiveness of your newsletter and use this feedback to continually improve and refine your approach. Track metrics such as open rates, click-through rates, and subscriber growth to gauge the impact of your newsletter over time. Pay attention to which types of content perform best and adjust your strategy accordingly. 

In a world filled with fleeting digital trends, newsletters stand as timeless pillars of communication, particularly vital for non-profits and community organisations. Embracing principles of audience understanding, impactful design, quality content curation, consistency, and effective back-end setup, newsletters have the power to be a content piece that your audience genuinely looks forward to receiving.

Need help? Setting up a newsletter retainer with us is simple. Email hello@ayestudios.co.nz and request to set up an initial call.