Email marketing is not just about communicating with customers and prospects. How a business communicates with staff and stakeholders is also an important part of its core strategy. In companies both large and small effective communications can motivate and involve employees and stakeholders - and poor communication can alienate them.
I recently aggregated 3 months of stats for all internal communication newsletters published through the Newsweaver system, and thought I'd share my findings here:
Average identified-opens: 61%
Average click-to-opened: 45%
Average click-to-delivered: 27%
Using email newsletters for internal communications clearly works.
Corporate print publications and newsletters have long been recognised as crucial tools for many organisations. Today email technology can help streamline corporate communications.
The benefits of using email for internal communications are numerous, and can help internal communication specialists:
- Maintain consistent branding and ensure all communications are "on message".
- Target specific groups with specific messages. An organisation may want to communicate different messages to different target groups as part of the same communications programme.
- Simplify the process - everything is done from one location.
- Cut costs of communication, such as printing, phone calls and faxes.
- Set up co-ordinated timed rollouts of the communication, which is particularly important with time-sensitive material.
- For global corporate communications email enables organisations to easily empower regional offices at a local level. For example companies with offices in more then one country can provide head office communications, which can include space for regional messaging.
- Evaluate the impact of the communications at a central or local level.
With the sophistication of email marketing software available today, any size internal communications project, any scope - from local to global, or communication channel can become a slick process with measurable benefits.
Denise Cox
Newsletter Specialist
Newsweaver
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