Employee newsletters, a critical component of any integrated marketing communications plan, get a bad rap, for good reason. They’re mostly bad. Their intent — to educate and to boost morale — may be admirable, but the execution, often, is downright laughable. Here’s how to tell: It flatlines on the old response meter.

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While solid writing and design can make up for much of what ails a lifeless employee newsletter, the true measure of success lies in its ability to connect with the audience on an emotional level. If it fails to stimulate conversation and positive feedback, it’s not worth the paper it’s printed on. Unfortunately, many of these strategic communication vehicles are doomed because they’re driven not by the folks sitting in the cubes but by those occupying the corner offices. Here are three surefire ways to enhance your internal newsletter without spending another dime:

1. Lay the foundation. Most employee newsletters have no clear objectives or set structure in place, making for a chaotic read. Establish a list of objectives for the reader, the company, and the publication as a whole and consistently refer to it throughout the publication process. Create standardized departments on topics of interest (e.g., community outreach, health) at the front and back of the newsletter, with longer stories in between.

2. Make it relevant. Almost every employee newsletter includes them: photos of execs whooping it up at a conference in some chichi location. Sure makes the guy earning $10 an hour want to sell more product. Taking all staff into account adds legitimacy to the publication and creates broad interest. Provide a blend of corporate news, workplace success stories, and human interest/lifestyle pieces. To ensure a community feel, feature, quote, and photograph employees company-wide.

3. Pick people’s brains. Too often, newsletters are produced in a vacuum. The responsibility of idea generation should not rest with one person or department. Create an editorial board, with representation from key departments, that meets regularly. Solicit feedback throughout the publication and conduct annual reader satisfaction research. The more you involve everyone, the better the response.

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