Most agencies miss the mark with newsletters. Sending company updates, like new hires, awards, and office moves, doesn’t engage prospects.
The truth is, nobody outside your walls really cares. Those belong in an internal memo, not your marketing strategy.
To build something that actually drives awareness and opportunity, you first need to understand the three E’s of newsletters:
- Enterprise Newsletters – These are your company-centric updates. Great for keeping employees, clients, or investors informed, but weak for new business. They build pride and transparency internally, but they rarely attract a new lead.
- Editorial Digest Newsletters – Broader, multi-topic publications that share insights, trends, and stories relevant to your audience. They can be your own original content, curated pieces, or a mix. Think of them as a weekly “briefing” for your community: valuable, varied, and audience-first.
- Expertise Newsletters – These are focused on thought leadership. One strong idea or perspective per issue. They demonstrate your agency’s point of view and help you stand out as a trusted voice in your niche.
The key is knowing your goal.
If your newsletter is for new business, then you need to lean into the Editorial Digest or Expertise model. That’s where real value lives. The Enterprise style just won’t move the needle with prospects.
Now, that doesn’t mean you can’t promote yourself at all. Just keep it to 20% or less of your content. Share a win, a campaign, or an event only if there’s something your audience can learn from it.
And if you do want to speak to different audiences, such as clients, prospects, or employees, don’t jam them all into one newsletter. Create distinct lanes.
Because when you try to be everything to everyone, you end up being relevant to no one.
