Internal Email Marketing: How to use email efficiently

We all know that email marketing is a very effective promotional channel if used well, ideal for building customer loyalty and implementing remarketing campaigns.

But what about internal email marketing? Can email be used effectively to manage communication within the company? And, if so, what differentiates an internal email marketing campaign from an external one? Read on to find out!

Benefits of internal email marketing

Email stands out as a communication channel for several reasons: speed of delivery, high segmentation capacity, personalization, automation… Although these elements stand out especially for implementing external promotional campaigns (strategies with very high costs), these benefits can also be applied to internal communication.

The most relevant benefit of implementing an internal email marketing strategy is the possibility of automating it easily. In that sense, you can spend a day planning the messages for the whole month, and you will only have to take into account unforeseen events as they arise.

One of the problems that email marketing campaigns have had in recent years has been the implementation of promotional and social mailboxes. This means that, on many occasions, the emails we send do not appear in the main inbox, which has resulted in very low open rates. This does not happen in internal campaigns, so the open rates are significantly higher.

Despite this, you have to keep in mind that every company is different, and what works in one doesn’t necessarily work in another. Therefore, the first thing you have to ask yourself is: Why do I need email marketing? Chats are a more appropriate channel to manage quick messages, and personal communication is much more effective in most cases. So…

What kind of emails should I send (or request)?

1. Newsletters

In general, most employees benefit from being kept up to date with the latest news in their industry. But this does not mean that everyone reads the newspaper every day.

That’s why a good internal email marketing practice is to send weekly (or monthly) newsletters to all employees with the most relevant news. This way you can generate value for the employees, improve the emotional salary and increase the competitiveness of the company.

2. Internal information and reminders

From event and meeting reminders to new employee introductions. The internal e-mail is a very strong tool for these tasks, since it is not necessary for employees to open the e-mail to know the information: a good subject line is enough.

In addition, it is very easy to automate reminders, as long as the company has a public calendar and staff trained in programming. Besides this, templates can be created to inform about the arrival of a new colleague, new courses for employees…

3. Reports

This is an example of an internal email marketing campaign that many companies will implement through other channels, such as an intranet or face-to-face. But for small companies or those that exploit telematics work, email is an effective way to send reports.

Tips for implementing internal mail marketing

• Encourage the daily use of email: There is no point in sending emails if no one consults the email. Therefore, inform employees that they will receive important emails, and recommend that they check it a few times a day so as not to miss anything.
• Use neutral language: Think that, in most cases, the e-mails you write will be read by most of the company’s employees. Therefore, unless you are addressing a specific employee, it is safest to use a neutral and professional tone. Having a good training in Soft Skills will help a lot in this aspect. And, if your company is predominantly English-speaking, here you will learn the best practices for writing an e-mail in English.
• Communicate during working hours: It is not advisable to send emails outside working hours. This is because they are likely to be buried under other messages that may be less relevant. If you have significant information that comes up at the last minute, the most effective thing to do tends to be to schedule it for the next day. Keep in mind that most people read email when they come into work. After that, the schedule is always more irregular.
• Communicate efficiently: Although email marketing is a very good tool for internal communication, to use it correctly it is necessary to have good writing skills. Nobody wants to waste time reading long emails; we want to understand the message in the shortest possible way. Therefore, it is advisable to provide training in assertiveness for employees to those who are in charge of managing the company’s email, and we can help you find the best teacher! If you want more information, do not hesitate to contact us.