You may have only one marketing department, but that doesn't mean you have only one market. All employees may have the same company address on their paychecks, but the interest of management and labor, day shift and night shift, clerical and maintenance, are very different. Because readers will be reading and absorbing the information quite differently, your readership needs to be clarified to dictate what jargon, background information, and topics can be used. It is important to establish the purpose of your newsletter. Although you may be clear about the purpose of your newsletter, you still need to define some goals.
Goals are guides to content, design, and budget.
The objectives of your newsletter are the results it should yield for your organization. Well-stated objectives tell why your newsletter is worth the time and money needed to produce it. Useful objectives describe benefits of producing the document. They tell how those who produce the newsletter and those who read it why they will be better off. Objectives leave no doubt about the value you intend the newsletter to have.