6 Reasons Why Your Next Intranet Should Be an Email


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While many organizations today are looking to social media and other web 2.0 technologies to captivate their employees and take their intranets into the future, could it be that email – the humble web 1.0 standby – is a better bet than any to deliver the goods?

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6 Reasons Why Your Next Intranet Should Be an Email

  1. 1. MODUS ASSOCIATES : POINT OF VIEW6 Reasons Why Your NextIntranet Should Be an Email “”Ask any intranet leader what their greatest challenges are and employeeengagement will usually rank near the top. There are a variety of reasonswhy employees are avoiding or working around your intranet: If you can’t bring more of your people• It’s hard to use to the intranet, then• It’s not relevant to how they work• It hasn’t evolved with the organization bring the intranet• They simply don’t know what’s there to them.While many organizations today look to social media and other web 2.0 technologies to captivate theiremployees and take their intranets into the future, could it be that email – the humble web 1.0 standby – is abetter bet than any to deliver the goods?Yes, emailWhen it comes to improving an intranet experience, no other investment offers the accessibility, versatility anddemonstrated effectiveness of email. Yet it remains a surprisingly overlooked source of innovation.According to the Pew Internet and American Life Project, email – along with search – has remained themost popular activity on the Internet for 10 years, even as new platforms and technologies have continuedto reshape the way we use the web. And as every intranet strives to be more personalized, relevant, timely,efficient, measurable, mobile and social, only email offers these possibilities all at the same time, in a familiar andaffordable package.You have the technologyMarketers have been using email creatively for years to raise awareness, build relationships and deliveruseful information – goals that every intranet team shares. And the tools at their disposal are growing moresophisticated every year. In addition to the usual alerts, reminders and newsletters, leading email platforms nowoffer behavioral targeting, dynamically-generated emails, triggered lifecycle communications and ever-increasinglevels of personalization.The possibilities for intranets are vast. Imagine a month-long series of orientation emails for new employees,daily to-do lists and project status updates, personal compilations of company and industry news, new training © Modus Associates, LLC www.modusassociates.com 1
  2. 2. opportunities and benefit program updates – most generated automatically and all linking back to your intranetcontent for more information and action.No redesign required. The top 6 reasons why the future of intranets is an email: #1 It accentuates the positive.Imagine if you could take all the best parts of your current intranet, hidethe ugly and outdated bits, and deliver it in a more convenient, succinct andrelevant package that reaches 100% of your employees each week. There’sa success story you can take to the bank. #2 It’s a quick win for a modest investment. Internal Medicine:Major redesigns can be expensive and politically fraught exercises in Cleveland Clinic createdorganizational change. It’s no wonder the status quo can persist for so Monday Morning Quarterbackmany years. Email lets you do more with the assets and capabilities you to kick off a more focused and productive work weekalready have. for company leaders. #3 It brings the mountain to Muhammad.Busy people today prefer that important information come to them. That’s why email and text updates areincreasingly taking the place of website logins. #4 The technology is mature.And it’s getting better and more affordable all the time. If your marketing and communications teamsdon’t already own it, check out some of the leading email service providers. But you don’t need fancytechnology to make an impact. Even a simple, manually-curated email newsletter can change the game fora struggling intranet. #5 It’s inherently mobile.Most intranet teams today are thinking about mobile. After text messaging, email is the most widely-used andaccessible mobile technology in use. If you build a mobile app, some of your employees can use it. If you build a © Modus Associates, LLC www.modusassociates.com 2
  3. 3. mobile website, more of them can use it. But if you deliveryour content by email, almost all of your people can access ittoday using their phones and other mobile devices. 6 # It markets itself.A consistent email communications program will keep thevalue of your intranet program and its progress in front ofemployees and executives all year long.ConclusionWhile email is no substitute for a quality intranet and winningvision, it is an increasingly vital component of successfulintranets and a great way to add value to your organization asyou chip away at the bigger challenges.Wherever email fits into your intranet experience today,chances are you can be doing more with it. That’s why the You’ve got intranet:future of intranets is in email. The rich possibilities of an outbound intranet experience. This article originally appeared in Intranets: Enterprise Strategies and Solutions, a publication of Information Today, Inc.About Modus AssociatesModus Associates helps global brand leaders and visionary start-ups to more fully harness the business potential of the digital age,where customers rule, connectivity is everywhere, and creating value for profit and social impact is the name of the game. Intranetclients include Comcast, NYSE Euronext, Cleveland Clinic, Coldwell Banker, NBC Universal, U.S. Architect of the Capitol and PfizerGlobal Manufacturing.Modus Associates37 West 20th Street, Suite 304New York, NY 10011Tel: 212-255-6768Fax: 212-255-6264info@modusassociates.comwww.modusassociates.com © Modus Associates, LLC www.modusassociates.com 3