"What gets measured gets done."
- Peter Drucker
Internal Communications, no matter how well-executed, can be under-appreciated in large organizations. Competing for executive attention with data-driven departments like sales, marketing and R&D, IC often operates without a strong foundation for sharing success.
The reality is that everything that you do as a communicator is inherently linked to the success of the company -- from managing change to engaging and motivating employees, to reminding everyone in the organization they are a piece of a much larger picture.
Why create an Internal Email Report?
Helping many of our customers use Bananatag to break through to the executive level and establish the value of measuring internal communications has taught us a few things about the importance of reporting.
While every executive must appreciate the need for internal email communications, a surprising number are unsure of how to quantify the resulting data or support the IC department. They may like to see stats on the number of emails sent each month, but the reality is that this is not a good metric for how effective comms are.
A short executive email each month with an easy to digest report on actual engagement with your internal emails will go a long way towards giving your IC department a stronger voice and supporting improvements.
Perhaps more than emphasizing accountability, what we should say is, "What gets measured gets valued."
Internal Comms Reporting with Bananatag data
Reports should be as short and as visual as possible. Much like presenting data to employees, the easier content is to digest, the more likely it will be read and appreciated.
Reporting with Bananatag is really easy. There's a two main ways you can report on your tracked emails:
Internal Comms Tagged Email Report
For any specific internal email you've sent that's been tracked with Bananatag, you can export a visual two-page PDF report that includes all of the open and click stats in detail for that email.
The tagged email report is a quick way to communicate how many employees opened an email, and how many clicks each link in the email received (and where). This type of report is ideal for sharing the results of a specific internal email, and enables you as a communicator to include statements on:
- The percent of all employees that viewed your internal newsletter
- The number of employees that clicked through to a specific a page on the intranet
- The open rates by each country your organization has offices in
Custom Report on Account Data
For presenting monthly data on all internal emails in your account, you can use the preset and custom reporting options in your account to get combined data for tracked emails in a specific date range. These reports can be exported in Excel format and allow you to share:
- How overall open rates are changing across all internal emails
- Comparisons between open rates between emails sent from different internal email addresses
- Any combination of data points from all tracked emails sent in a date range
A great starting point for monthly reporting is the custom report on all tags with the data that's most relevant to your organization:
To create this report, log in to your Bananatag account, select Reports and Create a Custom Report. From here, set the date range to Last Month, select the Tag metric, then Customize and select the dimensions you'd like to include in your report.
Once you've configured the report, click + View Report to get an exportable table of your account data for last month.
The Excel format is useful for easily adding data from tracked emails to existing reports, or for creating custom graphs of trends in your account.
These are only a handful of examples of the types of insight you can provide on your internal emails through Bananatag. Through custom reporting, you can can draw correlations between many different aspects of your internal messaging and engagement across your organization.
When to introduce reporting
A great way to introduce an internal email report to your organization is to generate and share the tagged email report after an email that communicated a new change or policy was sent. Being able to provide new insights on how a recent announcement that affects the company was received is one of the best ways to connect at the executive level. From there, the opportunities for communicating the success of all of your campaigns should increase.
The monthly report on all account activity is ideal for replacing existing reports that contain limited data (i.e. replacing a report on only on the number of emails sent each month).
Even if no one else has identified a need for reporting on internal emails in your organization, creating and sharing a monthly report can quickly demonstrate a return on the time and effort spent on managing and improving internal communications by your team.