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How can you measure the effectiveness of internal emails with data?

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Internal emails are a vital tool for communicating with your employees, but how do you know if they are effective? How do you measure the impact of your messages on employee engagement, productivity, and satisfaction? How do you use data to improve your internal email strategy and optimize your results? In this article, we will explore some of the best practices for measuring the effectiveness of internal emails with data.

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Brian Tomlinson

I help executives transform their communication with storytelling, content and technology | Head of Content @ Staffbase…
Serena Jweinat

1 Define your goals

Before you start collecting and analyzing data, you need to define your goals for your internal emails. What are you trying to achieve with your messages? What are the key performance indicators (KPIs) that reflect your objectives? For example, you may want to increase employee awareness, feedback, collaboration, or action. Your KPIs may include metrics such as open rate, click rate, response rate, or completion rate. By setting clear and specific goals, you can align your data collection and analysis with your desired outcomes.

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2 Choose your tools

When selecting the tools to collect and analyze data for your internal emails, you have a variety of options to consider based on budget, preferences, and needs. Email service providers (ESPs) are platforms that enable you to craft, send, and monitor internal emails with basic analytics such as open rate, click rate, bounce rate, and unsubscribe rate (e.g., Mailchimp, Constant Contact, and SendGrid). Employee engagement platforms (e.g., Culture Amp, Officevibe, and Peakon) allow you to measure and strengthen staff engagement through surveys, polls, quizzes, feedback, and recognition with advanced analytics such as sentiment analysis, engagement score, and behavior change. Data visualization tools (e.g., Tableau, Power BI, and Google Data Studio) make it possible to create and share interactive dashboards and reports that showcase your data in an easy-to-comprehend visual form with the ability to integrate data from different sources and customize metrics and charts.

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Brian Tomlinson

I help executives transform their communication with storytelling, content and technology | Head of Content @ Staffbase | Podcast Host ???
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Unpopular opinion... If you're only using Gmail/Outlook when sending out internal emails (particularly at larger orgnizations). You're not doing it right. Being able to measure and determine what's working and what's not is critical to how your approach your Internal Comms. If you're an Internal Comms practitioner, you've probably spent countless hours trying to figure out how to measure, ensure success in what you do. Simply having the right tools is the first step. Now you know what resonates, what doesn't. This will allow you to argue for how important and powerful IC is.

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3 Segment your audience

Segmenting your audience based on relevant criteria is one of the best ways to improve the effectiveness of your internal emails. Doing so enables you to craft messages that are tailored to the needs, interests, and preferences of different groups of employees, thus increasing their relevance, personalization, and engagement. You can segment your audience by considering factors such as demographics (e.g. age, gender, location, department, role, seniority, and tenure), behavior (e.g. email activity, website activity, app usage, feedback, and performance), and psychographics (e.g. attitudes, values, motivations, and goals).

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4 Test your variables

Testing your variables and comparing the results is another way to improve the effectiveness of your internal emails. Experimenting with different elements allows you to optimize email design, content, and delivery. For example, you can test different words, lengths, tones, and formats for your subject line. Similarly, you can trial different messages, styles, tones, and formats for your body copy. Additionally, you can test different words, colors, shapes, and placements for your call to action. Finally, you can test different days, times, and frequencies for your email timing. All of these tests will help you determine what works best for your audience.

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Serena Jweinat
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A good way to do this is by conducting A/B tests, which involve sending variations of your email to a sample of your audience. Test different subject lines, email copy, or call-to-action buttons to determine which performs best.

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5 Analyze your results

The final step is to analyze your results and draw insights from your data. This can help you measure the effectiveness of your internal emails, compare your metrics with your goals, and compare different segments and tests with each other. Additionally, you should look for patterns and trends in order to see how your email performance changed over time and what factors influenced it. Analysis allows you to identify the strengths and weaknesses of your strategy, make informed decisions, and adjust for your future emails.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you measure the effectiveness of internal emails with data?

1

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3

4

5

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1 Define your goals

2 Choose your tools

3 Segment your audience

4 Test your variables

5 Analyze your results

6 Here’s what else to consider

Internal Communications

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How can you measure the effectiveness of internal emails with data?

1

2

3

4

5

6

1 Define your goals

2 Choose your tools

3 Segment your audience

4 Test your variables

5 Analyze your results

6 Here’s what else to consider

Internal Communications

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