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[report] How Internal Communication uses email

Denise CoxDenise Cox·

Newsweaver partnered with Ragan Communications to run a survey to learn how Internal Communication teams are using email in their organizations. Over 600 communicators from around the world participated, resulting in the just-published Email Best Practice Survey 2014

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Email remains an essential channel. Communicators are not looking to replace it – only 27% say internal social networks will replace email in the organization within the next five years. But clearly the channel is under resourced, because communicators are finding it difficult to increase effectiveness of these communications – or prove business value to the organization.

Key findings about Internal Communication email

Here are a few of the major findings:

  • Email remains a significant form of communications in most organizations – Nearly 60% of respondents’ corporate communications send out email at least once a week. Within that: 19% email their employees once a week, 26% two to three times a week, and 14% daily.
  • Engagement is the primary purpose – 75% of respondents agreed or strongly agreed that “Internal communications is responsible for making sure employees are engaged.”
  • Click-through tracking is not common – Only 26% measure open and click-through rates, despite the fact that 94% of all respondents rank it as important or very important to measure email as a channel.
  • Email is best for critical messages. A landslide majority of 98% of respondents use email for critical, must-read information. Email is also the favored tool for getting out a consistent message to the entire workforce.
  • Must-have policies – 75% of respondents have a policy in place for the newer social media channel, but fewer report having such policies for the well-established email channel, with 62% answering yes. When it comes to enforcing the policies, comms takes the lead in social media, while IT tends to enforce email issues. Clearly there is a struggle managing the employee use of the ‘company-wide’ emails, as only 30% have a policy/structure in place on its use.
  • Measuring is crucial. The top channels to measure are intranet/website, ranked by 96% of respondents as “very important” or “important.” Email drew nearly as many responses. The most popular measurement tool is Outlook – even though it is limited to read receipts or delivery metrics.

Find out more – download the Email Best Practice Report 2014

If you are interested in how your peers across the world use this go-to channel, you’ll want to download the full report.

Some of the insights you’ll get:

  • The tasks are communicators using email for – and what frequency of their sends.
  • What channels communicators using to meet top IC objectives.
  • The features communicators would like to have access to (e.g. personalization, embedding rich media, measurement, smartphone-friendly designs)
  • Who holds the budget purse strings?
  • What is working in terms of trying to reduce email overload. The impact it is having.
  • The measurement communicators have access to – in email, and other channels. What tools are they using to measure?

Download the Newsweaver/Ragan Email Best Practice report 2014

 


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