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Ten reasons why employee newsletters matter

Denise CoxDenise Cox·

Email employee newsletters remain a cornerstone of an internal communication strategy. They can be one of the most effective communication tools available to engage employees. But there are a number of things that communicators need to have in place to ensure they have the highest impact.

60% of internal communicators regularly send email employee newsletters

Over 500 communicators participated in our Emerging Trends & the Use of Technology survey. One of the questions we asked was what types of communications they sent by email. Over 60% regularly send email employee newsletters.  Why have they survived through the digital age? What makes email employee newsletters still matter – in fact, why they are essential?

  1. Employees want them – Internal communications are extremely important to employees. Good employee newsletters can keep employees informed, provide a line-of-sight across the organization and supply the tools and information needed for job productivity.

  1. Reduces information overload – By using employee data and content targeting, your team can produce employee newsletters that are personalized to the employee, sending only the information and news they need.

  1. Declutters the inbox  – Instead of relying on a glut of single message emails-to-all, employee newsletters push out aggregated essential information. This not only reduces emails – it boosts the relevance of what does appear in the inbox.

  1. Can be read on any device – Designing and using a high-impact template offers employees the flexibility to securely view employee newsletters at their workstation, or on a smartphone.

  1. Starts and continues conversations – Today’s technology lets you embed interactive features in your newsletters – such as commenting, ratings, ‘likes’, and surveys or polls. This encourages employees to feedback to management.

  1. Features multimedia such as video – Along with written articles, you can also offer an array of content, such as images, podcasts, infographics and videos – bringing your employee newsletters to a whole new level of engaging.

  1. Ensures important messages are read – Through the insight and measurement that the email channel can provide, your team can monitor email performance and track how your audience responds to your newsletter.

  1. Provides real time engagement metrics – Engagement metrics such as opens and clicks, article and section popularity can help you shape your content strategy and improve performance with every issue.

  1. Complements existing channels – The email channel is most likely just one of a number of channels available to you. Use your newsletter to signpost and drive traffic to SharePoint, Yammer, Chatter and other enterprise platforms.

  2. Proves Internal Communication’s business value – Benchmark and use your results to transform internal communications from shooting in the dark to an effective management tool. Link your results back to organizational goals and objectives and share it with stakeholders.

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