In my role as the Corporate Communications Coordinator for an entertainment company, one of my responsibilities is sending out a daily e-newsletter to 7,000+ employees, in more than 35 countries.
1. Collect as much data as possible about your recipients
It’s futile to send out email correspondence and not know anything about how it’s being received. Who’s opening it? When, and how often? Fortunately, there are valuable email tracking services available that can help you obtain this type of data, efficiently and easily, all while running quietly in the background.
Send out your communications through external email marketing service providers like MailChimp, or use software programs like Bananatag that can be installed directly into your internal or web-based email systems.
2. Once you collect the data, use it
Once you’ve collected relevant data, don’t let it sit somewhere and go unused. Study it and incorporate the analysis of your results to improve your future communications.
Does it appear that sending at a specific time or day produces the highest open rates? Consider always aiming to send around that time or day.
3. Create channels to have candid conversations
Collecting data about your recipients from a tracking system is critical, but it doesn’t always provide you with all the answers to questions you may have. A survey is a great way to get these responses.
Keep surveys short. Have a mix of pre-set answer options and also include at least one open-ended question, to provide recipients the opportunity to write any additional feedback. Also consider setting up an email where recipients can correspond with you (and don’t forget to actively check the inbox and promptly respond to their emails).
4. Keep it short
Most of us are bombarded with a ton of emails — in both our personal and professional lives — so keep your communications concise, relevant and to easy to read. One way to accomplish this is instead of including an entire article, especially if it’s very long, include only the article’s title and first few sentences, linking to the rest of it on a separate website or blog that you manage.
5. Keep it consistent
When sending recurring communications, keep as many of its characteristics the same as possible. This includes the layout, the time frame of when it’s sent out, the types of content you include and the color scheme. Continually providing consistency will help readers perceive your communications as dependable and reliable.
Let us know your tips for successful internal communications on Twitter, @AmberWilsonLA and @bananatag!