How email metrics sharpen internal focus, increase ‘attention rate’

Data on consumption of newsletters and other messages help Baton Rouge General Medical Center segment employees, reach doctors early and offer guidance during a major flood.

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Internal communicators will tell you it happens far too often. They spend a month plugging an initiative or event, and yet some employee complains afterward, “Why weren’t we told about that?”

One might be tempted to respond: “You were. Sorry, Charlie. Next time, read your email.”

Yet what about essential crisis communications—or messages specific to one segment of your workforce? This could include updates to managers in a weather emergency, or information about plant closings and layoffs.

That’s why measurement matters, it’s essential to have access to accurate email metrics. At Baton Rouge General, Communications Manager Carlie Boudreaux uses PoliteMail to understand how successfully she reaches 3,500 employees scattered across different workplaces and shifts.

This has been especially important in recent years, given that the organization closed Baton Rouge General Hospital’s Mid City emergency room, and communicated during a massive flood.

Email measurement software helped ensure information was getting to managers, and that they were actually reading it, so they could then cascade that information to employees, Boudreaux says.

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