Tag Archives: Email Analytics

3 Internal Email Metrics More Valuable Than Open Rate

You’ve just finished composing an important internal email communication, created a compelling graphic to grab your employees attention, and survived rounds of content edits and approvals. After rereading it a few more times, you hit send — now all that’s left to do is sit back and celebrate your successful broadcast (well that, and getting going on the next one)!

But the send is only half your success.  Did people read it? Now it’s time to consider the second half: measurement.

Why Measuring Internal Communications Makes a Difference

Think about all of the time you spend writing, reviewing and sending internal emails. You put in countless hours each week, and suffer through significant changes to content and style?  You’re not sure who’s approach is better.  What really works? If you aren’t measuring your communications, you can’t really answer that question. When you start tracking your email metrics, and comparing results of all your internal communications — then you will have the results to prove what works and improve what doesn’t.

Here are a few benefits of measuring your internal communications:

Whether you send to 1,000 employees or 100,000, the objective of your internal communications is to inform employees, educate and motivate them, and boost their engagement with your business. To make the most of what you’re doing, measurement can provide the insights you need, with the right metrics.

Looking at the Big Picture

It’s easy to get tunnel vision and focus just on your email open rate as a key performance indicator. On the surface, this seems like a good metric because it tells you how many employees read your message, right? Not quite.

Open rates are just a piece of the bigger picture when it comes to measuring your internal communications’ success — and they are usually misleading. Whether someone spends one second or 10 minutes on your email, the open count is the same. Depending on the email service you use, someone who reads your email may never be counted because they didn’t click to download images in the email.

Here are three more important email metrics that will give you a more accurate measurement of your internal communications’ performance.

#1: Time on Page

The key email metric is time on page, also known as the read rate. That tells you how long the person has the message opened — not just that they opened it.

By measuring the time on the page, you’ll have a much more accurate picture of if people are actually reading or ignoring your content.  You are sending the message for a reason, so you want to know if people are taking the time necessary to read it.

If not, you can change your content, your layout, and other message component and compare results to see what works to get your message read.  A read time metric is critical if you want to improve the value of you email messaging.

Of course, you’ll have the occasional employee who leaves the email open while they run to the break room, but a good analytics tool should factor that in.

#2: Click-Through Rates

This metric is pretty simple: The click-through rate is when someone clicks a link in your email.

For news and action oriented messages, it’s a great metric to measure your employees’ engagement.  You are trying to get someone to do something. You could link to a video, an internal blog or intranet news story, an online survey or social media page — whatever it is, it’s good to what percentage of our audience actually did it.  And if they didn’t click, but really need to, being able to reach back out to that specific group is essential to successful communications efforts.

It’s also beneficial to measure mobile and desktop click-through. According to an Experian email report, 58 percent of email opens occur on a mobile phone or tablet — so your click-through rates may be affected if your message isn’t mobile friendly, or if your content is not accessible via mobile devices.

#3: Email Engagement Vs. Employee Engagement

These metrics are related, but not the same. Email engagement is how interactive employees are with your digital communications over time. Consistently high readership and click through means high engagement. When you see engagement fall off, that is a leading indicator that you need a content refresh or a new messaging strategy.

Employee engagement might be a soft metric, but it is important to the executive suite, as higher employee engagement has been correlated to higher company profitability. Engaged employees also have higher morale and stay with the company longer. Employee engagement is typically measured through annual surveys or focus groups.

When employees are engaged with your digital communications, including email, likes and comments on your Intranet and company social channels, blog and social media interactions, they are more likely to rate higher on engagement surveys.

“Highly engaged employees make the customer experience. Disengaged employees break it.” —Timothy R. Clark, founder of LeaderFactor

Wondering how to get started with email measurement?

Ready to stop the guesswork and learn how to measure and get the most out of your internal communication efforts?

Download PoliteMail’s “Guide to Internal Communications Measurement.”

Microsoft to Launch Clutter to Office 365 Users

Clutter, a new feature from Microsoft, is set to become a default feature to all users of Office 365. The new feature will help clear out mailboxes, according to a Microsoft Blog post. Clutter uses machine learning to sort what’s important and what’s not. Often too much time is spent sorting through your inbox determining what’s important and what’s clutter. That’s where the Clutter tool steps in.

Clutter was introduced at the end of 2014 as a way for email user to manage their accounts and move less urgent emails away from their increasingly overrun mailboxes. The service transfers more than one million emails each day, and can save users on average, 82 minutes per month!

As of June this tool with automatically be switched on by default for Office 365 accounts. There will also be some other upgrade, including new administrative controls and improvements to how Clutter and the user interact with one another.

Users will be able to turn Clutter off as well as report any issues they may be experiencing. This will expand personalization controls that were introduced recently, allowing administrators to create a reply-to address for Clutter notifications.

The user experience will be improved by replacing any existing inbox notifications with alerts to be delivered when a new type of email gets moved to Clutter; users should  not receive more than one alert per day. Once a week, users will receive a summary notification describing any actions Clutter has performed.

What a great tool for those who have difficulty managing their inbox. This new tool will help communicators save time and be more effective in the workplace.

read the full article here.

PoliteMail for Outlook

What’s the Difference

Between PoliteMail and email broadcasting solutions like Lyris or ExactTarget?

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Unlike complicated broadcast email marketing products, PoliteMail enables Outlook users to create, send and measure branded email communication to lists and groups of external or internal contacts.

No Complicated Process, No Communications Bottlenecks

Other more complex tools require dedicated, trained personal to learn and operate them. Sending an email message becomes a complicated process to build, approve and send, what should be a simple email. Why not empower your communications personnel using Outlook, and put an end to all the waiting and resource dependencies?

Leverages Your Existing Outlook/Exchange Infrastructure

PoliteMail enables you to create, send and track email right from Outlook, using Exchange server, without changing the email process. No complicated software to learn, no outside services required. PoliteMail adds simple tools to your corporate standard email program- Microsoft Outlook.

Ideal for Internal Employee and Partner Communications

With PoliteMail, simply send to your existing Exchange distribution groups and Active Directory lists as your normally would in Outlook, no imports/export/update processing required. Now send, track and measure your communication results with ease. Your internal email stays internal, there are no outside mail servers to deal with, which means your email gets delivered and you gain 100% open and click tracking. Now you’ll know exactly who received your email and took the desired action, who didn’t- and effectively follow-up with each segment.

Create and Share Branded, Standardized Communications

Whether you need to send a simple text email with links and a signature, or a professional style HTML email, PoliteMail helps you take advantage of both. Outlook compatible HTML templates and tools allow you to easily build your own impressive email pages with logos, banners, colors and fonts, or import your existing HTML frameworks, then edit content right in Outlook. Easily manage and share standardized templates with your team, using the PoliteMail content library in Outlook.

On-Premise Corporate Solutions, Without Per Send Fees

Because PoliteMail for Outlook and the PoliteMail Server are available as licensed software built on standard Microsoft platforms, you can install and run PoliteMail inside you own network operations center, behind your corporate firewall. Email and tracking data stays within your network, with no outside servers, providing the data security your IT department wants, within a fixed budget, and without any additional monthly service charges for send volume.

But Don’t take it From Us, Hear What Our Customers Have to Say!

“There is a reason why Outlook is on every desktop-a complex email broadcast tool has its place-but our employee and partner facing people don’t benefit from a complicated email process. We like PoliteMail because it’s simple, and all my people can use it.”
-V.P. Communications, Worldwide Leader in Networking

“They wanted tens of thousands for a few users, plus 1.6 cents per email, so I think the PoliteMail solution makes a lot more sense for a lot less dollars.”
-IT Administrator,
Global Logistics & Transportation Provider