All-staff emails certainly have their advantages: everyone will receive your messages (whether they will read them or not is another story), the distribution list is usually maintained by IT, and you don’t have to send multiple copies of the same email.
So why do all-staff emails have such a bad rap?
Moving Away from the Dreaded All-Staff Email
Aside from the stressful situations that can arise from an all-staff email gone awry, employees are still overwhelmed by email. Every message splits their attention and reduces the time they have to do their actual work.
It’s simple math: the more messages employees receive, the less important they each seem and the more overloaded employees feel.
Of course, there are times when an all-staff email might be absolutely necessary, but those instances are becoming rare.
So what’s the most effective alternative to the dreaded all-staff email?
Meet Employee Email Segmentation
Marketers figured out the value in segmenting their email lists a long time ago.
They’ve been segmenting their mailing lists into smaller, targeted lists based on location, age, gender, interests, purchase history, and more. While tailoring unique messaging to each of these segments sounds like extra work, it's certainly effective.
According to our friends at Hubspot, “marketers who use segmented campaigns note as much as a 760% increase in revenue.”
Why You Should Segment Your Employee Distribution Lists
While you may not use your communications to generate revenue, you’d probably like to increase your open rates and make your communication campaigns as effective as possible.
Based on the data we’ve pulled from Bananatag, we’ve learned that internal communicators are able to increase their opens and clicks by segmenting their distribution lists.
We’ve seen communicators build segments based on some of the same attributes as marketers, such as geography, but also attributes unique to organizations, like hierarchy or corporate division.
We’ve also found that if your distribution list is over 1000 employees, you’ll likely have segments of your workforce that:
- Are not working in the same time zone
- Do not work normal office hours
- Don’t always have access to their emails
This can lead to poorly timed emails that may be overlooked or even missed completely.
Sending reminder or follow up emails at another time is one solution, but without proper segmentation, that will only contribute to employee inbox clutter.
The Power of Segmenting Your Employee Distribution Lists
Luckily, you can use employee email segmentation to solve this (and many other) issues.
For one, segmentation can help you find the perfect time to send your communications for optimal open rates and engagement, based on that segment’s email behavior.
The more specific you make your segments, the more opportunity you have to make your communications relevant to that audience.
For example, employees in different regions or divisions will likely have different priorities in terms of the messages they would like to see. With smart employee email segmentation, you have the power to craft unique and relevant messaging for particular groups, like customer-facing employees or factory workers, so they actually provide value to the given group.
How easy is it to create segmented employee distribution lists?
Segmentation doesn't mean doubling or tripling the amount of work on your plate. You don’t have to create totally custom emails for every employee segment.
Segmentation is more about considering your audience, recognizing that all employees aren't the same, and tailoring your communications to improve the employee experience.
We’ve found that even small tweaks to your emails can make them much more impactful to different audiences, while also making the data you capture more meaningful.
So if segmentation is so great and leads to a better employee experience, why aren’t more communicators segmenting their lists?
Why Aren’t More Communicators Already Segmenting Their Lists?
One reason may be that unfortunately, unlike marketers, communicators typically don’t control their own distribution lists.
You’re stuck waiting on IT to update your existing all-staff or all-United-States list. And insisting IT be responsible for creating and maintaining additional sub-lists could be a challenge.
Bananatag’s new Custom Distribution Lists feature is designed to help communicators like you segment and take control of your distribution lists without needing to rely on IT.
We want to give you the power to easily create your own distribution lists (in minutes), based on any attributes that are stored within your company’s directory.
We’ve also added the ability to send follow up emails to only the employees who didn’t open your original email. This helps ensure that everyone is on the same page while avoiding inbox clutter for employees who’ve already opened your emails.
If you’d like to find out more about list segmentation best practices as well as how Bananatag has helped communicators solve these struggles, sign up for our webinar below.