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A recent posting on Melcrum's Communicators' Network asked if there's any research about group e-mails – how many staff read them and how many delete without opening. The query also asked about measuring readership and click-throughs to intranet content from e-newsletters.
For a recent client, we asked if they were more likely to read individual group e-mails from different departments or a weekly consolidation of them written as an electronic newsletter. The consolidated e-newsletter won about 85 to 15.
My survey database shows that the usefulness of electronic newsletters
is about 66% for weekly/monthly newsletters and 74% for daily newsletters. Frequency matters a great deal.
The percentage of employees who say they read or skim at least half of each e-newsletter ranges from a low of 25% to a high of 63%. That's where the content makes a big difference, as does the length.
Click-through considerations
It's a bit tricky to put click-throughs into context. Some e-newsletters include more content in the original e-mail so there's less "need" to click through. It's also very misleading to just track or compare click-throughs per issue since this will vary greatly by how many links are included in each issue. The more links, the more there are potential click-throughs.
Finally, many companies make the entire e-newsletter available to people clicking on it directly from within the intranet. Many of these people completely ignore and delete the e-mailed newsletter summary because they've already read or skimmed it in its entirety.
A better measure might be how many unique visitors read any part of the e-newsletter.
See you next time.
Angela Sinickas
President, Sinickas Communications, Inc.
measurement@melcrum.com
So how can you prove your communication programs benefit your organization? How to Measure Internal Communication unearths a wide body of research evidence and tried-and-tested case study examples that link internal communication to the bottom line. You'll get hard data, practical advice, tools, techniques and templates to help build an effective measurement strategy and to prove the value of internal communication. |
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