Encourage better internal communication with personalization

Encourage better internal communication with personalization

Almost all workplaces will list email as their most used communication channel. Most companies use it in multiple ways, so that it is not only a means of chasing up work or requesting a report on progress, but also one of scheduling meetings, organizing office events, and providing feedback.

The problem is that it often leads to miscommunication. This is most often down to human error as opposed to any fundamental flaw with it, but the result is that messages and memos get lost in over-cluttered and poorly organized inboxes.

This is where personalization and content targeting come in handy. Properly used, both ensure that people are sending the right information to the right person at the right time, decreasing email frequency and minimizing overloads, as well as increasing relevance and improving employee engagement.

Using the right technology

According to a survey by Newsweaver, in excess of 70 percent of communicators use existing email systems such as Outlook to convey their internal communications. This is a little like trying to drive a Golf in a Formula One race, the problem being that the tools you’re using are not fit for purpose – in this instance, for corporate email challenges.

The right technology can circumvent this problem entirely, allowing users to personalize and target their content to the specific employee. These emails can be opened on any device, from a desktop to a tablet to a smartphone, and can be embedded with videos, create feedback loops, and measure data in real time. Such systems thus necessitate fewer emails, but the ones that are delivered have a greater impact.

The data required for personalization

In order to improve staff engagement through personalization, you need to be in possession of the right data. This means not only having an up-to-date email list, but also having to hand information such as title, function, pay grade, and location.

This can be collected through a data audit and should be organized according to group attributes so that rather than adopting a batch-and-blast approach, where the mail will usually be quickly deleted and only skimmed over, you can send communications that actually engage your recipients.


Once you have collected the relevant information, it’s time to step back and review your campaigns, focusing on questions such as why you’re sending the communication; what actions need to be taken from it; and who needs it. You can measure the success of such strategies through the adoption of Key Performance Indicators (KPIs).

A few clever ways to personalize are explored below:

• Use relationships

One way to incentivize your employees to open the email is by sending it via someone they have a relationship with, such as your CEO, country manager, or their line manager. This will result in instant recognition and thus encourage engagement.

• Headlines

The subject line of your email is the place to outline what’s in it for your employees, so try to include personalized information relating to subjects such as specific events or their location.

• Location

‘Send to all’ emails create notoriously poor engagement, so buck the trend and create tailored emails that relate to specific departments or areas.

• Language

In the cases of multi-national companies, use a native language to heighten the impact of your communications and improve engagement.

• Take advantage of your team leaders

Research has shown that line managers are one of the most trusted sources of professional information, so try adding in a personalized message from them that specifies why the email is relevant to the recipient.

In these simple ways, you can better target and personalize internal communications, and this can go a long way towards improving employee engagement. Make a difference to your business today by focusing on the individual to achieve increased productivity and success for all.

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