We’ve all been there. You open your inbox, spot the latest internal newsletter, click it out of habit … and then close it just as fast. It’s not that we don’t care. It’s just that so many of these emails feel like they weren’t made for us.
They’re polished. Professionally designed. Full of announcements, updates and maybe a quote from leadership. But they often miss something big: soul.
I say this as someone who’s spent years working on brand storytelling, mostly for external audiences. But over time, I started noticing something: The same principles that make external storytelling powerful apply inside a company, too. And yet, internal comms often forgets that.
The Trap Of One-Way Messaging
It’s easy to turn newsletters into a list of what the company wants to say: product wins, new policies, reminders, launches. But when it becomes a one-way push, no dialogue, no real-life relevance, people stop paying attention. Or worse, they stop trusting it.
Sometimes I read these things and think, “This could’ve been a PDF.” Not because of the layout—those are usually great—but because there’s no human voice. No spark. No reason to keep reading.
And in our effort to be “professional,” we often strip away the personality. We use perfect grammar, corporate buzzwords and never colour outside the lines. But real people don’t talk like that, so why should we write like that?
What People Actually Want
So what works?
In my experience, people respond to stories. Not stats. Not slogans. Stories.
They want to see themselves reflected. They want useful info that helps them do their jobs. They want something that feels real, not just polished. And above all, they want to feel like the people behind the newsletter get them.
Some of my favourite internal newsletters weren’t flashy at all. They were the ones that featured teammates, showed behind-the-scenes moments or shared a thoughtful message from a leader who wasn’t afraid to be real.
Because we don’t connect with companies. We connect with people.
Making It Human
If you’re working on internal comms or trying to get people to read what you’re putting out, here’s what I believe:
• Drop the corporate tone. Write like a person.
• Share stories that mean something, not just metrics.
• Include voices from across the team, not just the top.
• Ask questions. Start conversations.
• Celebrate small wins.
Don’t just inform; inspire.
Here’s the thing: Internal comms shouldn’t just be a tool to inform; it should inspire. Done right, it builds culture, reinforces values and reminds people why they’re here in the first place.
So if your newsletter isn’t landing, it’s not because your team doesn’t care. It’s probably because it doesn’t feel like it’s for them.
The fix isn’t a better subject line or fancier layout. It’s more authenticity, more relevance and above all, more heart.
Start there, and your newsletter won’t be just another email; it’ll be something people actually look forward to. It will feel like it came from inside the company, not just from “comms.”
And that’s when real engagement starts.
Feature Image Credit: Getty
