Is email still the backbone of internal communication?

Some organizations are cutting down on communicating by email and shifting conversations back into meetings, while others are experimenting with engagement platforms that mimic social media.

Yet the evidence tells a different story: 72% of internal communicators say email remains their most effective channel. 

So, if email is here to stay, the real question becomes: How can we make it work harder? 

Here are three practical steps to get the most from your internal emails: 

1. Less is more for clicks

The average click-through rate to supporting information sits at just under 7%. Tempted to add more links to give people more choice? Don’t. Just like a restaurant menu that’s too long, too many options overwhelm and confuse. Research shows that reducing the number of options actually improves click-through rates. 

2. Look beyond open rates

Average open rates hover around 64% – which still leaves at least a third of employees not opening your messages. And since bots and skim-clicks can skew the data, it’s not the most reliable measure of engagement. A cleaner, up-to-date distribution list helps, but real insights come from smarter analytics: click-throughs, ‘heat spots’, and time spent reading.

3. Shorter, sharper, more frequent

When it comes to frequency, short, regular updates are far more engaging than long, infrequent ‘catch-all’ emails. ‘Bite-size’ wins. Keep content clear, targeted, and consistent so employees know it’s relevant and worth their time to read.

Email may not be perfect, but used intelligently, it remains a powerful channel in any communications mix.   

Need help refining your email approach and integrating it into a broader communication strategy?