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“The last thing you want to do is bombard people's inboxes with too many updates," said Tina Amirkiai, Director of Employee Communications at GRAIL at a recent Axios HQ event. "That defeats the purpose of having a newsletter and being more efficient with our communications.”
Why it matters: You cannot ensure messages get absorbed and acted upon unless they actually get opened and read. Achieving that starts with an efficient cadence that works for your culture, unique employees, and different office locations.
Laura Kennedy, Senior Manager of Internal Communications at Life Time Inc., agreed: “Through the introduction of these newsletters, we were actually able to reduce the emails by between 40% and 50%…but still deliver the same level of information and detail.” And cutting down the number of emails resulted in higher open rates across the board.
By the numbers:
To hit open rates like those, focus content on the updates employees want and need to get the job done. Or as Laura puts it, “approach internal communications not just as the delivery of information, but as a mechanism to make your employees’ jobs easier.”
👇 Playbook for efficient updates:
The bottom line: Get employees on the same page by consolidating sends without losing critical content. Create a cadence of single source of truth updates so employees know where to look for critical information.