Marketing internally to employees

Companies often view email marketing in terms of communicating with customers and prospects. But the effectiveness of email as a communication channel applies to ANY communications between people. Email is the day-to-day business tool of choice throughout most organisations. And email is accessible from just about anywhere - from the desktop, at home, the airport to the hotel lobby, so it makes sense for companies to use email newsletters to communicate effectively internally.

Print editions of corporate publications and newsletters have long served organisations as the method of communicating to their employees. Today, email can provide a more dynamic, timely and interactive platform for reaching them. It offers the ability to measure the results – which is very limited with print. Email also cuts costs, including printing, postage, etc.

Benefits of an internal email newsletter:

• Reduces the number of emails sent internally by offering the collated information within one mailing.
• Keeps employees on message. By communicating regularly with employees a company can keep them 'in the loop' and working within the ethos and branding of the company.
• Helps with employee retention. The interactive capabilities of email can be used to encourage feedback from employees. This can give employers insight into any internal issues, and also empower employees to play a part in the success of the company.
• Gives employees opportunities to grow within a company. Offering job openings, upskilling courses, etc. through newsletters is an excellent way for a company to offer their staff the incentives for staying with them.
• Maximises the use of the company intranet. A recent study found that 80% of companies surveyed felt that their intranet was underused. Email offers a great push tool to highlight specific sections and deep linked areas in the intranet.
• Ensures the message has been received by all employees. Because of the trackable nature of email, confirmation of the receipt of important communication is available.

• Messages from executives – Q&As, announcements, or podcasts, videocasts of events.
• Event Listings – Highlight upcoming courses and events, both internally and externally.
• Round-up of company news - Written articles, photos, podcasts and videocasts of key events, customer wins, press releases, etc.
• Highlighting employee benefits – A very important aspect of corporate communications, can include information on holiday times, health benefits, etc.
• Maximising the use of the intranet - Spotlights and links to highlighted areas of the intranet.
• Showcasing employee achievements - Shine the spotlight on employees. Any charity events, personal achievements, new employees, job changes or articles highlighting people at the company.

Shell Downstream Newsletter (Case Study pdf)- Shell is a global group of energy and petrochemical companies, operating in more than 140 countries and employing more than 112,000 people worldwide. The biggest line within Shell is Downstream, employing about 80,000 people. Downstream wanted to implement one central internal communication vehicle that met the information needs of all their business classes and services globally. With a newsletter they were able to create a dynamic email newsletter solution that allowed them to automatically produce a personalised internal newsletter for every employee.