Eighty-two percent of people are more likely to trust a company when their senior executives are on social media. 

According to Nielson, only 33% of buyers trust messages from a company, while almost 90% of customers trust recommendations from someone they know. 

Additionally, a staggering 92% of people trust recommendations from individuals (even if they don’t know them) over companies.

People like buying from people, talking with people, and interacting with people — not faceless entities. 

Elon Musk is the sole advertiser for Tesla and SpaceX, neither of which has a concrete advertising budget. 

Musk is one of the best examples of a CEO developing and leveraging their executive personal brand, but he’s far from the only example. 

The sheer variety of media and opportunities for the amplification of their message, makes it a no-brainer compared to the days when executives needed expensive PR teams and a traditional media connections to be heard. Not to mention the fact that the modern executive can build their own audience via social media (earned media) and owned media like newsletter subscriber lists.

However, executive newsletters are underrated and often overlooked. Social media is shiny and fun — it’s also a great mechanism for moving your audience from earned media, where you’re at the mercy of algorithm changes and account penalties, to owned media, where you’ve got more control over your fate.

However, the best reason to make your executive newsletter a priority is the effectiveness of email marketing.

The average ROI for email marketing in 2024 is $36 for every dollar spent.

In my experience ghostwriting newsletters for one of the premier venture capitalists and founder of multiple 8-figure businesses, I’ve had the opportunity to see what types of newsletter content and strategies deepen the executive-audience relationship. 

I’ve also been able to gain a better understanding of what content actually drives conversions — whether those clicks are sent to a sponsor or the executive’s core business, and I’ve distilled these lessons down to five C-level tips.

So, let’s talk about what it takes to write a value-generating executive newsletter. 

C-Level Tips for Writing Executive Newsletters

1) Provide Value

Providing value to the readers of your executive newsletter hinges on delivering content that resonates with their strategic priorities, intellectual curiosities, and unmet needs.

Dive deep into industry trends and present data-driven insights that can inform decision-making. 

For instance, executives appreciate concise summaries of market research, like Gartner's finding that by 2025, 75% of business leaders will be required to implement comprehensive digital transformation strategies. 

Presenting such relevant statistics underscores your credibility and equips your readers with the knowledge to stay ahead of the curve.

Equally important is the human touch — executives value relatable narratives that contextualize data within real-world scenarios. 

Share success stories and case studies that highlight innovative solutions and leadership strategies. For example, illustrate how a competitor's agile response to market changes resulted in a 20% increase in market share. 

This storytelling approach, combined with actionable insights, ensures your newsletter isn't just another item in their inbox, but a go-to resource.

In a collaboration with one of our clients, we were honing in on his audience together and at all times the question always came up: Why would they (founders) care about this?

Every line of your newsletter needs to either:

• Inform

• Entertain

• Inspire

However, to know how to do these three things line after line, you have to know your audience intimately, which is why tip #2 is especially important.

2) Request Feedback

Running polls and asking questions in your executive newsletter can transform it from a passive reading experience into an interactive dialogue. 

This approach ensures your content stays on target by directly addressing the needs and interests of your readers. 

For example, you might include a poll about upcoming industry challenges or ask for feedback on recent company initiatives. These types of interactions show your audience that you genuinely care about what will provide value to them, creating a more personal connection.

Engaging your readers through polls and questions can also boost deliverability rates. When recipients interact with your content, such as by clicking on a poll or responding to a question, it signals to email providers that your newsletter is valuable and desired, helping to avoid spam filters. 

This increased engagement enhances the visibility of your newsletter and builds a more responsive and loyal readership.

3) Align Content with Your Goals

Aligning your content with your business goals is crucial to maximizing its effectiveness. 

If your primary objective is to convert readers into customers, your content should directly address their pain points and demonstrate how your products or services offer solutions. 

Crafting targeted content that reflects the intent of potential customers is essential. 

For instance, research shows that personalized content can increase conversion rates by 202%, according to HubSpot. By focusing on the specific needs and desires of your audience, you can drive higher engagement and conversion rates.

On the other hand, if your goal is to enhance company brand awareness or develop your personal brand, the content should showcase your unique value proposition and thought leadership. 

Share insights, industry trends, and success stories that highlight your expertise and build trust with your audience. 

According to a study by LinkedIn, thought leadership content can generate demand and drive growth, with 58% of decision-makers reading at least one hour of thought leadership content per week. 

By consistently aligning your content with these broader objectives, you can strengthen your brand’s presence and cultivate a loyal following.

4) Create A Template

Creating a newsletter template is essential for maintaining consistency and scalability. 

A well-designed template should include key elements such as:

• a compelling header

• a personalized greeting

• a table of contents

• main content sections

• clear calls to action

To determine the specifics of these elements, consider your audience's preferences and the goals of your newsletter. 

For example, a section for industry insights or company updates can add value, while a spotlight on recent achievements can boost engagement. 

A template streamlines the creation process and ensures your newsletters maintain a consistent look and feel, which is crucial for brand recognition. Consistency helps build trust with your audience, making your newsletters more reliable and professional. 

Additionally, having a repeatable format simplifies the task of scaling your content efforts. As your audience grows, you can easily replicate the template for new issues, ensuring that each newsletter is efficiently produced and maintains the high standards your readers expect.

5) Measure and Refine

Measuring the effectiveness of your executive newsletter is crucial for continuous improvement. 

Start by tracking key performance indicators (KPIs) such as open rates, click-through rates (CTR), and conversion rates. 

According to Mailchimp, the average open rate for emails across industries is around 21.33%, while the average CTR is about 2.62%. By comparing your metrics against these benchmarks, you can gauge how well your newsletter is performing. 

Additionally, use tools like Google Analytics to monitor traffic driven to your website from the newsletter and assess which content resonates most with your audience.

Refinement comes from analyzing the data and making strategic adjustments. A/B testing different subject lines, layouts, and content can reveal what engages your readers best. 

Incorporate feedback from your audience through surveys and direct responses to tailor your content more precisely. 

According to Campaign Monitor, segmented email campaigns can lead to a 760% increase in revenue. By continuously measuring and refining your approach, you can ensure your executive newsletter remains a powerful tool for communication, engagement, and driving business goals.