What Type of Newsletters Works BEST for Your Business?
Did you know that businesses using targeted newsletters see up to a 40% increase in client retention? The secret lies in choosing the right type of newsletter for your goals. Not all newsletters are the same. In fact – they don’t all even convey…news.
But they do all convey a message you need to share with one or more of your unique audiences. The mode you use depends on your business goals.
Build trust with clients
Grow brand authority
Get more subscribers
The list could go on. What's YOUR business goal? In this article I hope you can see which type of newsletter could help you reach that goal.
Type 1: Build Trust with Project Updates
Project update newsletter share your capability and keep everyone on the same page – especially for large projects that take a long time to complete. Your clients and partners stay informed about progress, latest accomplishments and hiccups. These newsletters can be for ongoing or recently completed projects and typically include:
Project name and location
Project scope and timeline
Photos and videos of progress
Testimonials from satisfied clients (if a completed project)
Without trust, clients are more likely to need over-explanations for every decision – This spurs disagreements over deliverables, deadlines, or expectations. causing tension and dissatisfaction. By sending regular project updates, you cut any communication errors off at the pass – before they become an issue. Clients trust that you are capable and it shows prospects that you're actively working on exciting projects and delivering results.
Type 2: Establish Authority with Industry News
Industry news and trends newsletters keep your subscribers up-to-date on the latest developments in your specific specialty industry and how it impacts them and their goals. These newsletters help you look more professional and capable. They might include:
Summaries of important reports or studies
Analysis of new technologies or techniques with company expertise
Interviews with industry experts or thought leaders (this can be you)
Your company's perspectives and initiatives on industry trends
When you initiate thought provoking content you become a thought leader. This is not as complicated as it may seem. You/ your brand already are the expert. By sharing your knowledge and insights on industry news and trends, you position yourself as a trusted resource and thought leader in your unique construction space.
Type 3: Boost Retention with Employee Recognition
“People don't quit a job, the saying goes—they quit a boss”. Workplace culture is extremely important in retention. Employees who feel unappreciated or exploited will leave and go somewhere else– even if that means a smaller paycheck. Employee spotlight newsletters recognize and celebrate your team members achievements and work ethic. They build culture when you can’t have that in-person conversation with everyone. These newsletters typically include:
Photos and bios of featured employees
Highlights of their recent accomplishments or milestones
Department achievements
Quotes or interviews about their experience working at your company
Company culture updates- service days or other team building activities
Employee spotlight newsletters are a great way to humanize your brand, show appreciation for your team and develop a sense of comradery. Showcasing company culture, community, and values is shown to impact success rates in recruiting new talent.
Type 4: Enhance Compliance with Safety and Training Newsletters
Safety is everyone's job. By sending a Safety and Training newsletter written to an internal audience, you remind your team about the importance of practices and procedures for staying safe on the job. These newsletters might include:
Reminders about proper safety gear and protocols
Tips for avoiding common workplace injuries or accidents
Admonition from coworkers
Announcements about upcoming safety training sessions
Achievements and awards for safety streaks
Recognition of employees who demonstrate excellent safety habits
Type 5: Become a Trusted Resource with Industry Expert Interviews
Turn your network into a source of insight by interviewing an industry expert or thought leader for your newsletter. Ask about:
Their experience in the field.
Challenges they’ve faced.
Predictions for the future of construction.
This type of content doesn’t just add value for your subscribers—it establishes your newsletter as a trusted resource for industry insights.
Type 6: New Equipment or Technology Highlight
Your innovations set you apart. Use your newsletter to highlight the latest equipment, certifications, endorsements, or technology you’ve adopted. Include information about
What it is,
How it works,
Who issues this accolade
Why it helps and How it improves your processes or outcomes.
This positions your company as a leader in innovation and shows clients and partners how you’re always looking for ways to deliver better results, and are a conscientious company.
These are a sampling of the types of newsletters that work toward specific goals you may have. Specialty contracting is a unique niche, and needs a unique strategy.
Reach out to schedule a discovery call today!
