7 ways to use email to drive internal readers to your intranet content

Email can be a dynamic force that brings your employees to your stories, videos and other information. Keep it brief. Format matters. Don’t forget non-desk workers.

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Like many companies, the storied automaker FCA US produces news on the intranet for its 50,000 employees.

To spread the word about the latest stories its internal site, known as The Scoop, the maker of Fiats and Chryslers dishes out an occasional update called Scoop to Go. It announces news that that sales are up or that a new model of Pacifica has been launched.

“If that’s all they’ve got time for, then at least they’ve got the big picture of what’s going on in the company,” says Beth Ann Bayus, head of internal communications at FCA US.

Email can be a major driver of clicks to your website. But what makes one organization successful at pushing employees to content through emails, while another doesn’t get any traction?

One driver behind intranets was that they were going to get rid of email, says Michael DesRochers, managing director of PoliteMail Software. Instead, think of email as a platform that supports longer-form content. Without email reminders, employees often won’t go to the intranet.

“Intranets can become ghost towns,” DesRochers says. “Email loops people back in.”

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