09 Mar Internal communications must reach the right people
Looking at internal email campaigns in the workplace, one sees an open rate of about 66% across all industries and a click rate of somewhere between 6% and 10%, with about 21% on mobile devices.
“Clients often stress about what they see as a low click rate. Frankly, if I’m getting 10% plus and those kind of numbers on mobile I would be very happy – provided my tigers were in that bunch,” says Sherpa CEO Gary Hendrickse.
Who are these tigers?
“The tigers are the shakers and movers in a business that make things happen. Or, they want to make things happen. Not everybody is cut out to be a tiger. This doesn’t make them bad employees – maybe they sit quietly and just do their work diligently. But the tigers chase down opportunities. They close out competitors. If the tigers are reading my communications and taking a lead from it, I’m very happy – even if that only represents a click through rate of say, 15% or whatever,” says Gary.
In Gary’s view, internal employee communications is as complex as reaching external markets and the tigers just add another layer.
“In a large organisation, you’re already looking at demographics and figuring what media will reach which segments most effectively. What about looking at behaviour and attitude – who are the people that will influence others and provide the positive word-of-mouth within an organisation that you want? How do you reach them? For sure, the tigers will be one segment that you want your communications to reach.”
(Stat source: Newsweaver)