ROC Weekly Management & Mindset Segment

Creating Employee Newsletters with Substack to Engage Your Rehab Center Staff

Newsletters are a great way to build company culture, keep your team informed, and encourage a transparent exchange of information between leadership and staff. 

Using a newsletter to engage your employees can result in an increase in productivity and dedication to the company's growth. To help your newsletter be more engaging, be sure to include a combination of:

• employee-focused content

• organization-focused content

• customer-focused content

Why create an employee newsletter?

There are many benefits to creating an employee newsletter, including:

• Builds trust- You can improve employee morale and build trust in the company by creating a channel that promotes transparency between management and staff. Newsletters are a source of open and honest communication that allows you to share important information and keep everyone updated about the company.

• Celebrates milestones and achievements- Newsletters are a great way to recognize achievements, celebrate successes, and announce employee birthdays and anniversaries. Acknowledgement and recognition encourage employees to perform well and remind them how they are a key part of their team and the company as a whole.

• Shares important information- A newsletter can help you share important safety and policy information, and can help keep your team updated about important events or changes.

Using Substack for your employee newsletter

Substack is an email subscription tool that allows you to create and distribute newsletters. It is possible to add links and images to your newsletters and to send them as often and frequently as you like.

The platform allows you to categorize your content, upload your contacts list, monitor your metrics (open rate, link clicks, shares, likes, etc), and have an archive of your previous content, much like a blog section of a website. You can also add custom elements, like writer bios, bylines, logos, and colors.

Setting up an account and creating newsletters on Substack is quite easy. Here is a list of steps you can follow to help you get started:

1. Create an account

Create an account on the platform by visiting the Substack website. Click on the “Start writing” button either along the top and in the middle of the page. The system will ask for your email address, then ask you to add your name and a short bio. It will then prompt you to enter your publication name, a description of what it is about, and the URL for your Substack account.

2. Import your mailing list

Next, a window will appear where you can upload your contacts list from a CSV file. You may also have the option to add subscribers manually by email.

3. Customize your account

Once your account is created, you can add the logo, edit the About page, set up your profile, and change the settings.

4. Write your first newsletter

Once you are ready to start creating your first newsletter, go to the “New Post” option at the top of the page. Here you can create the content you wish to send. Be sure to include enticing images and links as necessary.

5. Publish the newsletter

When you are ready to send your newsletter, you can click on the “Publish” option. This will allow you to send it right away or schedule it for later distribution.

6. Check your stats

Once you have sent your newsletter, you can monitor its performance. On the dashboard, select the drop-down next to the newsletter title to view the analytics for the newsletter.

Tips for an effective employee newsletter

Here is a list of tips to help you create an effective employee newsletter:

• Have a strategy- Your newsletter should have a strategic purpose. Consider the types of information you want to share and the message you are trying to send. It is helpful to map your content strategy ahead of time to create cohesion and aid in the writing process.

• Define your goal- Think about what you want your newsletter to achieve and define your key results to help you measure whether your newsletter is a success.

• Create an effective format- Be deliberate with the presentation and organization of your content to improve readability and appeal. Consider aspects like order, white space, images, and organization.

• Add personality- Think about your company culture, brand, and from who the newsletter is being sent. You can consider things like tone, voice, and the personal approach that you use to make your newsletter unique.

• Listen to your team- Employees are more likely to spend time reading a newsletter if it contains information that interests them and is relevant to them.

• Create a schedule- Establishing a schedule will allow you to stay on track for sending out your newsletter, and recipients will learn when to expect it in their inboxes.

• Be direct with what you want- Your newsletter recipients shouldn’t have to guess what you want them to do. Be direct and literal, and ask them to take action when necessary. For instance, include directions like “Click here,” “Sign up,” or “Share this job posting to social media.”

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