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Internal Communication Essentials: Personalization

The document discusses the importance of personalized communication in internal organizational communications, highlighting that 32% of emails are personalized to some degree. It emphasizes leveraging employee data to enhance engagement and feedback through targeted content and tailored messaging. Additionally, it notes that today's email systems often lack the necessary capabilities for effective personalization and suggests utilizing insights and metrics for improvement.

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Personalization denise cox, Lead Communications Consultant, Newsweaver Twitter hashtag: #icewebinar
400 blue-chip and FTSE 100 organizations in 97 countries use Newsweaver Internal Connect to help them inform, engage and inspire employees
denise cox Lead communications consultant, Newsweaver Twitter: @denisecox Website: www.newsweaver.com/internal-communications Twitter hashtag: #icewebinar Claire Bergin Digital Marketing Executive, Newsweaver Twitter: @Newsweaver_IC Website: www.newsweaver.com/internal-communications
Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014
32% personalize emails (name, job title) 10% target content Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014
Reduce frequency Increase relevance Target audiences Personalize to each employee Promote engagement, feedback Access in-depth measurement Achieve better results Insight to share with stakeholders What you’re missing
Next step: employee data Who needs the communication What role in the organization Where sit in the organization Why need the communication Up-to-date data essential
Timely, targeted and relevant Treated as individuals Increased engagement Results?
Personal details Name Preferred name ID Title Start date Language Data fields Work details Pay grade Function Department Business unit/line Division Team Reports to Employment type Location details State/Region City Country Office/Building Cost centre Site/Location Campus Custom field
Ideas for personalizing From Subject line Time zone Line manager Device Action required Job related Links Language HQ news / regional news
From field IC team Line manager Team leader CEO Department Senior leader Subject line First 4 words (30 characters) Event / date / campaign Location Urgency Personalize the envelope
1 2 3 What works best?
Today’s technology 70% say their email system lacks the capabilities
Newslettercourtesyof:StandardLife Language and region
Source:SurreyCountyCouncil,Children,SchoolsandFamiliesDirectorate (CSF) Personalized, targeted content
Self-select personalization
Regional news links Newsletter courtesy of : Travelport Self-select personalization
Personalized links
Personalized based on response
Personalized based on an audience
Senior leader Line manager Personalized cascaded messages
Source:TheFinancialOmbudsmanService Personalized change management
Real time metrics dashboard
Depth of measurement
View across the organization
Gain insight into audiences Editorial guidance Increase personalization Better targeting Decrease frequency Share insight with stakeholders Use measurement to improve
Access free How to guides, research and white papers www.newsweaver.com/internal-communications/learning-centre/ Next IC Essentials webinar – Thursday, March 26th Information Overload