Email marketing is not only an essential tool in the communication with external stake holders (e.g. customers), it also helps to make the communication within a company more efficient and more professional.
There are many occasions for internal corporate communication, e.g.
- information on improvements in the company/shop, e.g. exploitation of new markets,
- business reports/presentations of general assemblies,
- press reviews,
- staff news,
- notifications on interruptions and maintenance work,
- user guides for new software and hardware,
- invitations to meetings, events or training,
- plans for staff activities, e.g. common sports activities,
- internal newsletters,
- employees’ discounts,
- lunch menus,
- information on new equipment, e.g. new printers,
- staff surveys,
The sender of the communication could be, e.g. the HR Department, the Management, the IT Department or the Marketing Department. Generally, each sender implements their own ideas regarding structure, wording and design of the email instead of observing overall guidelines. Emails are created and sent via Outlook or another email client. Handling internal communication via a central, professional email marketing software has many benefits in comparison.
1. Internal Employer Branding
Strengthening of identification of employees with the company, developing employees to evangelists of their own company, increased
employees satisfaction – these are only some of the targets of internal employer branding. The positioning of your own (employer’s) brand against employees. The brand awareness is shaped by every contact in the internal corporate communication and the same demands as on external communication should be made on this internal communication. High quality, consistent and user-friendly HTML mailing designs appear professional, activate employees and benefit the internal branding.
2. Automation and Individualisation
Email marketing in the internal corporate communication can be individualised and automated. One example would be the communication on training. An employee first receives an invitation to training via email. If he doesn’t respond, a reminder is sent automatically. After his subscription, the employer is immediately sent the training material. Other reminders follow until the day of the training. After the training, the employee automatically receives an email asking for feedback. Based on his responses, possible further training for him is identified and he will again receive automatic invitations. Then, the communication cycle starts again.
3. Central Archiving
When emails in the internal corporate communication are sent via a central email marketing software , these emails are also archived centrally via this software so that every authorised person can have access to already sent emails. It is no longer necessary to enquire individually with senders who then need to search the “sent” folder of their email client. Already used elements, e.g. graphics can be reused easily.
4. Working Collaboratively
Many emails in the internal communication involve more than one person, who needs to provide content, give feedback or clear an email prior to sending. One example would be the communication of the quarterly results by the CTO. The marketing department provides the email, the internal PR creates the content in consultation with the CTO’s assistant and the CTO needs to clear the final email. Instead of sending the email back and forth between the individual stakeholders, a central software enables the collaborative work of several people on one email. Even clearing and feedback processes can be displayed in the software.
Professional email marketing systems allow you to measure the success of sent emails and output it in a comprehensive reporting. How many employees have opened the email? How many have clicked on an integrated link? How long was the email read on average? Based on these figures, we can identify which topics are particularly relevant for employees and the communication can be optimised accordingly.