6. 98% said measurement important
Just 16% are satisfied with their ability to measure
‘Email metrics’ would most like to have
Only 21% plan to invest resources email
Measurement
Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys
2014
7. Determine success
Understand consumption
Measure engagement
Benchmark
Trend
Editorial guidance
View across the organization
Forward planning
Reduce clutter / Increase relevance
Prove business value
What you’re missing
8. Opens
Clicks
Content popularity
Channel traffic
Device consumption
Should have access to real time metrics
What to measure
9. Audiences
Volumes sent
Channel adoption
Campaign trends
Social activity
Multimedia activity
Multichannel activity
Levels of engagement
Benchmarks
Trends
Strategic dashboard
What to measure
10. IC benchmark opens and clicks
• Average open rate: 48%
• Average click rate: 24%
Source: Newsweaver aggregated stats 2014
48% Opens
24% Clicks
11. 11
Measurement makes IC matter
Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys
2014
17. Most commonly used tool
Sub MyFirstExcelReport()
Dim objWB As Excel.Workbook
Dim objWS As Excel.Worksheet
Dim objRange As Excel.Range
' GetExcelWB from Listing 24.1
Set objWB = GetExcelWB()
If Not objWB Is Nothing Then
Set objWS = objWB.Sheets(1)
objWS.Cells(1, 1) = "My First Excel Report"
objWS.Cells(4, 5) = "End of Report"
Set objRange = objWS.Range _
(objWS.Cells(1, 1), objWS.Cells(4, 5))
objRange.Font.Bold = True
objWS.Application.Visible = True
objWS.Activate
End If
Set objRange = Nothing
Set objWS = Nothing
Set objWB = Nothing
End Sub
Listing 24.2. Apply formatting to Excel worksheets with range objects
Source: MSDN Library - Chapter 24: Generating Reports on Outlook Data
29. Lead way in best practice
Share with stakeholders
Prove ROI
Demonstrate value
Help shape strategy
30. Access free How to guides, research and white
papers
www.newsweaver.com/internal-communications/learning-centre/
Next IC Essentials webinar – Wed, February 26th
Personalizing Your Communications
Notas del editor
Organizations increasingly recognize the need for and benefits of internal communications. IC has been afforded increasing influence and investment but with that has come a great expectation that is should provide more or less like every other corporate function. For IC that places a spotlight on two areas of historic weakness and poor practice, measurement and email.
Email and the intranet are the engines for driving internal communications.
We’re breaking down the barriers,
500 IC told us how mi
Organizations who can measure ROI are almost twice as likely to be satisfied with the level of investment made in IC
Here is
Email Heavy Bees– Do You Attach A Read Receipt To Emails?
In the unlikely event that the recipient actually clicks Yes, this message that the sender receives back –
-
This is what a delivery receipt looks like in the sender’s inbox after the email has been delivered. Imagine receiving several thousand receipts like this, on top of all the delivery receipts.
Imagine receiving several thousand of these!
Problems; how do you count all delivery & read receipts as % of people how received and open your email, and this on top of flooding your inbox.
Left to create an Excel file for creating measurement and statistics
The right technology available today
Adding real email measurement allows for improved communications and greater confidence in messaging.
REAL TME METRICS DASHBOARD
Central email platform to provide enterprise-wide control and visibility.
Protected lists (all employees worldwide, all use employees, all sales & marketing employees being used to limite those with the capability to send mass emails.
Pre-designed branded
Interactivity
Integrated to HR/people datsa.
Customized
Measurement and alaytics.
Organizations should review the effectiveness of their email channel on two levels. First, there should be a company wide adherence to best practice. All-employee emails, excessive CCs and reply-to-all, plus the misuse of email for collaboration, document transfer and storage, leads to information overload and inbox clutter. Organizations need to address this specifically to educate and improve the use of email in the workplace.
The second level is to make use of the email technology available today. By using this technology communicators can increase the relevance and impact of their communications, in turn increasing results.
Once the technology is being used, Internal Communication teams should take a cue from their Marketing co-workers. This means moving away from a one-to-all tactic, and taking a sophisticated approach to communication. Internal Communication teams should implement a content marketing strategy, one that uses data to segment and send timely, targeted, relevant emails – the right information, to the right employee at the right time. In addition, they can use these email communications to drive adoption and traffic to their other channel strategies, including social and Intranet.
And
Behavior change
KPIs
Sharepoint, great place to work survey results, use of comms portal
Video views
Web stats
Forward rates
Events held
Leaderhsip satisfcation
Events held
Understandin go message
Number of comments / likes
Awareness of company strategic plan
Even attendance
Click through rates
Actions take from comms
Feedback received
Intranet metrics employee survey results.
TIME SPENT: 98% of employees read a mass email within one hour, spending an average of five minutes, but submitted very few questions. This suggested we’d got it aobut right.