How metrics sharpen email comms at 3 organizations

Whether it’s a hospital closure or an all-faculty announcement, your message must reach its intended audience. Find out how email metrics help.

Wherever you work—hospital, university, pharmaceutical giant or a startup manufacturing bathmats on Mars—email is likely your go-to means of communication.

So how do you better use it to get essential messages to employees, whether they work two floors down in the cafeteria or are scattered in far-flung campuses?

A new, free white paper by Ragan Communications and PoliteMail—“Run smarter email comms—and actually reach employees”—offers case studies from communicators like you who are solving real-world problems in email communication.

Consider Baton Rouge General. Communications manager Carlie Boudreaux uses PoliteMail to understand how successfully she reaches 2,500 employees scattered across different work sites and shifts.

Email measurement helped ensure information was getting to managers, and that employees were actually receiving, opening and spending time reading internal news as the organization closed its midcity hospital’s emergency room and communicated during a flood.

Reaching a scattered faculty

Or how about Northern Illinois University, which found a way to reach faculty members scattered in 20 buildings across campus, says Andrew Pemberton, internal communications manager?

And then there’s Bayer U.S., which has achieved better penetration across widely disparate employee groups, says Lisa Noury, Bayer’s U.S. deputy director of corporate internal communications.

“In our strategy, simplification addresses content length, and then relevancy is addressed by targeting,” Noury says. “So we target communications to specific groups, and the messages are written with their viewpoint in mind.”

This free guide shares three case studies that enable you to tap into the wisdom, experience and lessons learned by diverse organizations that all boosted email performance by mastering the metrics.

In this guide you will learn how to:

  • Gain a precise understanding of how many employees are opening and engaging with your content.
  • Segment your audiences. Communicators often have to counsel and negotiate with internal clients who insist their message merits an all-employee email, Noury says.
  • Use newsletter data to ensure that your message is hitting home with your staff amid crisis and change—times when everyone should be on board.
  • Adjust your email programs to boost low-engagement communications.
  • Deploy all your technological assets to make sure your messages are narrowly targeted to those who actually need the information.
  • Amass metrics that help internal clients understand and embrace best practices—even when it means they won’t get to send that mass email.
  • Use analytics to understand employee engagement.

Don’t operate in ignorance, unaware of what kind of emails best serve your needs. Up your game. Download your free guide now.

(Image via)

COMMENT

PR Daily News Feed

Sign up to receive the latest articles from PR Daily directly in your inbox.