Moving from print to email employee newsletter
— June 26th, 2014
Rather than a sudden shift to digital – especially if a print edition has been in place for a long time – plan a managed transition to ensure optimum engagement going forward. Here are steps I recommend to make the process run smoothly.
Let employees weigh-in on your employee newsletter changes
Get employee buy-in - Where employees have an opportunity to weigh-in they will buy-in. Prior to drafting a strategy, run employee focus groups and/or surveys to understand what employees find useful in the current format of the newsletter – and what areas (content, presentation and frequency) need to improve.
Audit your employee data - If you aren’t using accurate data, you will erode the potential engagement success a digital newsletter can have in reaching everyone in your organization (and also measuring that engagement). Partner with the department that can give you the most up-to-date employee data. (At Newsweaver we streamline the data update process by offering customers secure API integration to their internal data systems). This is also a good time to review what data – aside from an email address – you have so that you can customize the email employee newsletter.
Design a high impact newsletter template - Essential to your success. You’ll be using this template to craft and send your content. You want to remove all barriers of access to your newsletter, and stand out in the inbox. With that in mind, design for consumption on any device, brand it to your organization’s guidelines – and make it easy for employees to navigate, scan and click.
Run a pilot program - Identify beta testers in your organization. These test groups will give you valuable feedback to help you get off to a great start with your entire workforce.
Reaching an unconnected workforce - How will you accommodate workers who have limited access to email? There are a number of options that can work - including generating a PDF version of the email newsletter to have printed out on the factory floor. (This blog post offers ideas from three customer case studies)
Raise awareness around your launch date - An official organizational launch of the email employee newsletter – promote it on all your communication channels.
Gather post-launch feedback - Once you’ve done the first send, collect general feedback.
Review your metrics - Here’s where you will see the immediate benefits of your hard work – you will now have access to insight and measurement. For many communicators this is the first time they see what engagement and traction they have. Review engagement metrics, not just opens and clicks, but also content popularity, destination traffic from the newsletter (eg your intranet, social networks) feedback, and read rates.
Share results with stakeholders - You now have the benchmarks and trends for editorial guidance. Plan to present your insight with stakeholders to show business value for your communications.
Want to get the most out of your email employee newsletter?
Some key takeaways from this webinar are:
- The content that earns the most engagement
- Customer examples, including Vodafone, easyJet, Standard Life and more
- How to motivate employees to take action
- How real-time metrics improve communication and prove business value