Think about all the subjective opinions you field when you’ve just conducted an employee town hall or you’ve planned out a revamped newsletter.
“In communications, your content is often judged based on opinions and anecdotal feedback,” says Chris Close, former director of internal and external communications at the commercial real estate service firm JLL Americas.
Those opinions and anecdotes may be very much at odds with actual outcomes and results—which are, of course, the metrics by which content and conduits should be assessed.
To find out how modifications to internal communications emails changed behavior among the company’s 19,000 employees in the Americas, Close used the PoliteMail email measurement tool and employee surveys.
The metrics revealed an improved knowledge of company strategy.
By using solid data to cut through assumptions and opinions, Close has boosted readership of emails and newsletters and has streamlined workloads for his communications colleagues.
Here are four tips for your email measurement:
Map employee knowledge to newsletter readership