How to craft emails employees will read and relish—even amid ongoing crises

Here’s a hard truth about communicating with employees: If your email strategy stinks, your internal messaging will never find its full potential.

The good news is that you don’t need to produce an endless stream of scintillating, clickbait content to keep employees engaged. However, it does take intentional strategy, planning and creativity to become a trusted source of timely, useful information.

In anticipation of The Future of Communications Virtual Conference on Nov. 10-11, we asked Michael DesRochers, CEO of PoliteMail, to share insights on how companies and comms pros can pursue email excellence — even amid election chaos, massive global uncertainty and an ongoing pandemic.

Here’s what he had to say:

Ragan: What email tools and metrics should employers be most mindful of right now?

DesRochers: You are unlikely to see much change in open rates, so what’s important to monitor is your attention rate (people who opened, and didn’t immediately move on).