Tag Archives: Email Marketing

5 Reasons Internal Comms Teams Don’t Measure Their Email (And Why They’re Just Excuses)

What is the most important thing to your company: employees or customers? You can’t really have one without the other, making it a bit of a chicken-or-the-egg quandary.

So, you approach them the same: Measuring your internal communications’ success just like you do your external marketing’s success. (Oh, not quite?)

You’re not alone. In our online survey, 68 percent of the 776 communicators surveyed said they currently measure some internal communications. Of those who do measure, the majority measure 40 percent or less of their internal campaigns.

I hope that more of us can turn the rhetoric about measurement into reality. Data is the route to improving our practice, helping our colleagues make better communication decisions and gaining fresh insights into our audiences.

Liam FitzPatrick, managing partner, Working Communications Strategies

Why Should You Measure Internal Communications?

You probably know the benefits of using internal communications, like how it encourages company-wide engagement, improves employee morale, increases productivity and helps build employee loyalty.

But what about the benefits of measuring those communications? Here are just a few:

  • Highlights what’s working (and what isn’t)
  • Shows where your time would be better spent
  • Allows you to assess the success of your campaigns
  • Helps you know which channels to use for what messages

In short, once you see what your communications is doing effectively, you can put more of your resources toward those efforts.

Internal Versus External Communications

Your company’s internal communications measurement blueprint shouldn’t be much different from its external communications strategy: Measure audience, channels and interactions.

Think about it this way: You wouldn’t send thousands of email marketing messages out to your customers without measurement data — and you should approach internal communications with the same mentality, but using different tools optimized for internal comms.

While the benefits of measuring internal communications are clear, your team might still have some concerns. Luckily, there are pretty simple solutions for their five common excuses.

1. My Internal Communications Team Is Understaffed

You don’t hear communications teams complaining they have too many people on staff and too little work to manage. So it’s no wonder a lack of tools is the biggest roadblock teams face.

Fifty-four percent of communicators who measure their communications said their biggest challenge was the lack of tools, followed by lack of time (52 percent) and lack of manpower (50 percent).

Measurement doesn’t have to be hard, or require learning something new. Measurement tools that plug into their current workflow and make their jobs easier can help ease the burden. The data they produce will help teams prove their value by showing results to their internal clients.

2. We Don’t Have the Budget

This is a favorite excuse for not measuring internal communications — it appears financially responsible.

But there’s a good argument that says you can’t afford not to measure your internal communications.

Think about all of the time and effort that go into creating and sending internal email, then think about all the time you ask of employees to read those messages. Time is money! Shouldn’t you be spending those resources efficiently? To do that, you need to measure what’s working, and what isn’t.

3. We Don’t Have Access to the Data

You’ve collected data on page views and click-through. Great! Can you take action on it?

You’d be surprised how many communications teams aren’t able to view their own internal communications metrics. They have to request reports, and wait.

It’s important to use tools that give you easy access to the data. The more barriers you can eliminate for your communications team, the more likely they are to measure emails (and yield results).

4. We’re Unhappy With Our Measurement Tools

Maybe you’re using a low-cost email marketing tool — or got a good deal on an entry-level communications measurement tool — to save a little money. That sounds promising on the surface, but if your team isn’t actually using it because the data isn’t accurate, or if they don’t like it, or it creates more work than necessary, you’re really just throwing money away.

Not all measurement tools are created equal, so do your homework before deciding on one. Enlist the help of your communications team to test options and pick the one they will be happy with and actually use — because isn’t that the point?

5. We Don’t Know What to Measure

It’s easy to get lost in the numbers. What’s important is to focus on the measurements that align with your team’s goals.

First, figure out what’s important to you. Does it matter more if people open an email, or if they actually read it? Establish a baseline measurement, a set a time period to track key metrics against your improvement objective. Then make changes and compare results.

Here are some examples:

  • Increase recipients’ time on page by 20 percent within six months.
  • Increase your internal communications click-through rate on news articles by 10 percent within one year.

Your objectives should be challenging but not impossible. You don’t want your team’s next excuse to be that they aren’t measuring communications because they can’t meet expectations.

How To Start Measuring Internal Comms

email-measurement-mattersThe minute your team stops making excuses for why it isn’t measuring internal communications is when they’ll start having real success.

Ready to get the most from your internal communications? Download PoliteMail’s guide for tips and insights on how to measure your communications.

What’s the Difference

Between PoliteMail and other online email marketing services like Constant Contact, iContact or VerticalResponse?

comment-management

Unlike the hundreds of nearly identical online email marketing services, only PoliteMail allows you to send and track email messages to lists, groups and individuals right from Outlook.

Why Leave Outlook, Just to Send Tracked Email to Lists?

PoliteMail enables you to create, send and track your email, right from Outlook. From regular text email with links, signatures and attachments, to branded campaigns and HTML newsletters, now all your business communications can be sent using Outlook.

As Quick and Easy as Your Regular Outlook Email

With PoliteMail for Outlook, you don’t have to login to a web service and follow some sequential process for every message you want to send. Simply start a new email like you normally would in Outlook, quickly insert content and templates from the shared Content Library alongside your Outlook editor, edit and send. It’s that easy.

See Opens and Clicks, Without Leaving Your Inbox

PoliteMail’s Recent Interactions panel sits right alongside you inbox, showing you open and click activity as it happens, providing the opportunity to make more effective and timely follow-up, without having to login to a website and run a report to see your communication results.

Send to Individual Addresses, Existing Outlook/Exchange and Active Directory Distribution Groups, or Imported Lists

PoliteMail enables you to send to individual email addresses, any of you existing Outlook contacts or Exchange Distribution Groups, mailing lists you have imported, or all of the above. With most online systems, you are limited to sending to your entire opt-in list, all or nothing. With PoliteMail you can send and track multiple lists, groups or to just one person.

On-Premise Corporate Solutions, Without Sending Limitations

Because PoliteMail for Outlook and the PoliteMail Server are available as licensed software packages and not just online services, you can install and run PoliteMail inside your own network operations center, behind your firewall. The PoliteMail solution provides your IT with the email data security they need, within a fixed budget, and without many monthly service charges for list size or send volumes.

Send From Your Own Outbox For Better Inbox Deliverability

Only PoliteMail gives you the ability to send individualized messages to lists through your Outbox using your own Exchange server (or dedicated mail server). This results in authentic 1 to1 messages from you to your recipients, not bulk from a shared mail server. This means your email is more likely to reach the inbox, and get opened when it does.

But Don’t Take it From Us, See What Our Customers Have to Say About PoliteMail!

“I really don’t think we should be using the same email marketing service as our local club and PTA for our corporate newsletters and campaigns.”
Communications Manager, Global Agricultural Equipment Manufacturer

“PoliteMail works because we send to our Outlook contacts and distribution lists everyday.”
-V.P. Sales & Marketing,
Leading Educational Software Company

“Using an external broadcast mail service prevented our email from being delivered. Using PoliteMail solved it.”
Director of Communications, International Financial Organization