How To Implement A Successful Internal Email Strategy: 15 Key Steps

Sending out communications without an internal email strategy is like cooking without a recipe. An internal email strategy keeps your execution consistent, measurable, and more successful. Read along for 15 steps to implementing an employee email strategy.

Sending internal emails without a clear internal email strategy is like shooting in the dark. While you might hit something, you’re much more likely to waste resources and miss your target. Lack of strategic direction leads to numerous issues, from information overload and declining engagement to missed deadlines and widespread confusion. 

Without a well-defined internal communication email strategy, key messages get lost, employees become disengaged, and organizations suffer. 

Read along for a step-by-step guide to rolling out a modern internal email communication strategy at your organization.

Why Use Email for Internal Communication?

Email remains a foundational element of an internal communications strategy for several compelling reasons:

• Accessibility: Nearly everyone in an organization has email access.
• Reach: Instantly communicate with thousands of employees simultaneously.
• Traceability: Easily track opens, clicks, and engagement rates.
• Personalization: Customize content to employee groups, enhancing relevance and engagement.
  

What is an Internal Email Strategy?

An internal email strategy is a structured internal communications plan outlining how internal emails are designed, distributed, and analyzed to meet organizational objectives. A robust internal email communication strategy ensures consistent, effective messaging that resonates with employees.

What are Internal Email Campaigns?

Internal email campaigns are organized, targeted email initiatives designed to inform, engage, or prompt action among employees. They typically include:

• Announcements and updates
• Employee recognition
• HR and policy changes
• Employee engagement and feedback
• Crisis and change management communications

Are You Using a Modern Internal Email Platform?

If your organization still relies on basic Outlook or Gmail for internal email communication, you’re missing crucial insights and efficiencies. Modern internal communication email software elevates your efforts, allowing you to segment audiences, leverage high-performing internal email templates, and gain precise internal email campaign analytics.

15 Steps to Setting Up a Successful Internal Email Strategy and Program

Below, we’ll break down every step for setting up effective internal email campaigns. By following these steps, you’ll be one step closer to understanding where your comms are at and how to build an impactful, long-term internal email communication strategy. 

1. Conduct an internal email audit

Conducting an internal communications audit reveals existing strengths and weaknesses in your internal email communication strategy, highlighting areas that require immediate attention or improvement. It establishes a baseline for future growth.

Steps to execute:

• Analyze current email metrics (open rates, click rates).
• Collect employee feedback via surveys.
• Review the effectiveness of previous email campaigns.
  

 Questions to answer:

• Which emails have high engagement?
• What are the current gaps in communication?
• Which employee segments are under-served?
  

Considerations:

• Ensure feedback anonymity.
• Clearly communicate the audit purpose to employees.
• Identify quick wins from audit findings.
  

2. Define your internal email strategy goals and objectives

Clear internal communication goals provide direction and allow for measurable success. Without defined objectives, your internal email strategy lacks focus.

Steps to execute:

• Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals.
• Align goals with overall organizational objectives.
• Prioritize key communication areas.
  

Questions to answer:

• What specific outcomes are we aiming for?
• How will we measure the success of our strategy?
• What are the most important communication priorities?
  

Considerations:

• Involve key stakeholders in goal-setting.
• Ensure goals are realistic and attainable.
• Review and adjust goals as needed.
  

3. Secure leadership buy-in and budget

After you’ve understood what you’re working with, the next step is to gain buy-in for your goals. Leadership support ensures adequate resources and reinforces the importance of the internal email strategy.

Steps to execute:

• Develop a clear business case.
• Showcase projected ROI and communication benefits.
• Present evidence-based success stories. 
  

Questions to answer:

• How will the new strategy benefit the company?
• What costs and resources are needed?
• What is the ROI? 
  

Considerations:

• Address potential leadership concerns.
• Use compelling data and case studies.
• Align with organizational goals.

4. Identify your target audience and segment your employee lists

Targeted communication improves relevance and engagement. A one-size-fits-all approach to employee email is often ineffective.

Steps to execute:

• Segment employee lists based on relevant criteria (department, location, role).
• Create audience personas.
• Analyze the information needs of each segment.
  

Questions to answer:

• What are the unique needs of each employee segment?
• How can we tailor messages to specific audiences?
• What are the best methods to organize our audience?
  

Considerations:

• Ensure data privacy and compliance.
• Regularly update employee lists.
• Use audience segmentation to improve the relevance of your internal email strategy example.

5. Develop a comprehensive content calendar

A content calendar ensures consistent and timely communication, preventing gaps and overlaps in your internal email communication.

Steps to execute:

• Plan content themes and topics.
• Schedule email sends and deadlines.
• Assign content ownership.
  

Questions to answer:

• What are the key communication events and deadlines?
• How often should we send emails?
• What content will resonate most with our employees?
  

Considerations:

• Allow for flexibility and adjustments.
• Incorporate diverse content types.
• Use the content calendar to organize your internal email strategy best practices.

6. Choose the right internal communication email software

Modern internal communication tools offer advanced features for effective internal email communication.

Steps to execute:

• Research and compare available platforms.
• Consider features like segmentation, analytics, and automation.
• Conduct a pilot test.
  

Questions to answer:

• Which platform best meets our needs and budget?
• What features are essential for our strategy?
• How easy is the platform to use?
  

Considerations:

• Ensure platform compatibility with existing systems.
• Provide adequate training for staff.
• Use the tools to maximize your employee email strategy
  

Using the correct internal email platform can greatly improve efficiency and impact.

7. Create a library of high-quality internal email templates

Templates ensure consistency and save time. With access to internal email template builders, you can create professional and visually appealing internal email templates that enhance engagement.

Steps to execute:

• Design templates for various communication types.
• Ensure mobile responsiveness.
• Maintain brand consistency.
  

Questions to answer:

• What types of templates are needed?
• How can we make templates visually appealing?
• How can we make sure all the templates are on brand?
  

Considerations:

• Regularly update templates.
• Provide training on template usage.
• Use your internal communication email templates to enhance your brand.
  

8. Establish clear guidelines for internal email communication

Guidelines based on internal email best practices ensure consistent and professional communication. Clear internal email strategy best practices prevent confusion and improve clarity.

Steps to execute:

• Develop guidelines for subject lines, content, and tone.
• Communicate guidelines to all employees.
• Provide examples of effective emails.
  

Questions to answer:

• What are the key elements of effective email communication?
• How can we minimize email overload?
• What is the best tone to use in our communication?
  

Considerations:

• Regularly review and update guidelines.
• Provide training on email etiquette.
• Use these guidelines to create an effective internal email communication strategy.
  

9. Implement an employee feedback mechanism

Feedback allows for continuous improvement. Two-way communication enhances engagement and ensures your internal email strategy meets employee needs.

Steps to execute:

• Use surveys, polls, and feedback forms.
• Analyze feedback and identify trends.
• Implement changes based on feedback.
  

Questions to answer:

• How can we effectively gather employee feedback?
• What are the key areas for improvement?
• How can we show employees that we value their input?
  

Considerations:

• Ensure anonymity and confidentiality.
• Respond to feedback in a timely manner.
• Use feedback to improve your internal email.

10. Leverage data and analytics to measure internal email success

Data-driven decisions improve effectiveness. Analytics provide insights into the performance of your internal email communication.

Steps to execute:

• Track key metrics (open rates, click-through rates).
• Analyze data to identify trends.
• Adjust strategy based on data insights.
  

Questions to answer:

• What metrics are most important to track?
• How can we use data to improve engagement?
• What are the current trends in our email performance?
  

Considerations:

• Use analytics provided by your email platform.
• Regularly review and report on metrics.
• Use data to refine your internal email strategy example.

11. Integrate multimedia and interactive elements into employee emails

Different types of employee content like multimedia and interactive elements enhance engagement. Visual content and interactive features make emails more dynamic and appealing.

Steps to execute:

• Incorporate images, videos, and infographics.
• Use polls, quizzes, and surveys.
• Design interactive email templates.
  

Questions to answer:

• What types of multimedia will resonate with our audience?
• How can we make our emails more interactive?
• How can we use multimedia to reinforce key messages?
  

Considerations:

• Ensure multimedia is mobile-friendly.
• Balance multimedia with text content.
• Use multimedia to enhance your internal email communication strategy.
  

12. Personalize your internal email campaigns

Personalization increases relevance and engagement. Tailored content shows employees that their individual needs are valued.

Steps to execute:

• Segment employee lists for targeted messaging.
• Use dynamic content to personalize emails.
• Address employees by name.
  

Questions to answer:

• How can we personalize content for different employee segments?
• What data can we use to personalize emails?
• How can we ensure personalization is authentic?
  

Considerations:

• Respect employee privacy.
• Ensure data accuracy.
• Use personalization to improve your employee email.
  

13. Ensure mobile optimization for the best internal email strategy

Mobile optimization ensures accessibility. Many employees access emails on smartphones and tablets.

Steps to execute:

• Use responsive email templates.
• Test emails on various mobile devices.
• Keep content concise for mobile viewing.
  

Questions to answer:

• How can we ensure our emails are readable on all devices?
• What design elements enhance mobile readability?
• How can we adapt content for mobile users?
  

Considerations:

• Prioritize mobile-first design.
• Use large, tappable buttons.
• Mobile optimization is key for any modern internal email strategy.
  

14. Train employees on effective email communication

Training improves the quality of internal emails. Clear and concise communication reduces misunderstandings and email overload.

Steps to execute:

• Conduct workshops on email etiquette.
• Provide guidelines and best practices.
• Offer examples of effective emails.
  

Questions to answer:

• What are the key elements of effective email communication?
• How can we reduce email overload?
• How can we improve clarity and conciseness?
  

Considerations:

• Make training accessible and engaging.
• Reinforce training with ongoing tips.
• Training improves the overall effectiveness of internal email.
  

15. Continuously review and refine your internal email strategy

Continuous improvement ensures your internal email strategy remains effective. Regular reviews help adapt to changing needs and trends.

Steps to execute:

• Regularly analyze email metrics.
• Gather ongoing employee feedback.
• Adjust the strategy based on data and feedback.
  

Questions to answer:

• What metrics indicate the need for adjustments?
• How can we stay ahead of communication trends?
• How can we ensure our strategy remains relevant?
  

Considerations:

• Make reviews a regular part of the process.
• Be open to change and innovation.
• Continuous improvement sets a great internal email strategy example.
  

Why Use ContactMonkey to Execute Your Internal Email Strategy 

ContactMonkey offers several key advantages for executing a modern internal email strategy, particularly when aiming to move from a basic to an advanced setup. Here’s a breakdown of why it’s a valuable internal email platform:

• Detailed analytics: Track open rates, click-through rates, and more with our email analytics feature.
• Advanced segmentation: Tailor messages to specific employee groups for increased relevance with our list management feature.
• Easy template creation: Design and manage visually appealing, branded email templates with our email template builder feature.
• Employee feedback tools: Gather insights through surveys and polls to improve communication through employee feedback features.
• Seamless integration: Integrates with Outlook and Gmail for streamlined workflows.
• Mobile optimization: Ensures emails are responsive on all devices.
• Internal SMS messaging: Reach employees with time-sensitive information thanks to SMS communication.
• Increased engagement: Create highly engaging emails that improve employee communication.
  

Ready to see ContactMonkey in action? Book a FREE demo and start executing your internal email strategy!