How to structure your Newsletters

Owned by Sophie Cooper
Last updated: Nov 15, 2024
2 min read

You can add up to 8 posts to a Newsletter, highlighting top content from the last week, month etc. But that doesn’t mean you should feature all your content. So, how do you work out what to include?

We recommend hitting a few different content pillars to ensure there is something that could suit a range of users: 

Pillars:

  • Utility - Building, facilities, useful news and happenings in the building or on the campus

  • Community - Hyperlocal events, interviews, occupier news, feedback surveys and charity initiatives 

  • Convenience - Nearby or onsite services and marketplace offering

  • Exclusivity - Competitions, activations, retail deals & offers

  • Informative - Building news such as fire evacuation procedures, maintenance updates, local area updates such as road closures and relevant information articles

  • Entertaining - Brain Breaks, quizzes, Community Drinks and other onsite events, and fun/human interest pieces

A post can fit into more than one pillar, making it harder to determine which to place at the top. For ultimate balance, it is important to measure your content by its relevance and usefulness and aim to touch on at least 3 pillars.

How should I structure my newsletter?

  • Always put the best story of the week at the top of your newsletter, this could be an onsite event you want people to RSVP to, a new competition or an important building update. People will tend to click the top post the most.

  • If you have already shared your big news in a notification, don’t double up by adding it to the top of your newsletter. Instead, assess what other content could take the prime spot.

  • Then try to order the remaining pieces in order of importance for your building

  • We generally recommend that editorial articles sit at the end of a newsletter if included

  • Lastly, you should ask yourself: What would be worth my time to read?

What does a great newsletter look like?
Whilst this varies from site to site, below is an example of what a great newsletter could look like for you.

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Learn more about Newsletters here.

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