As an internal communications professional, you know that email remains the top tool for reaching most employees. But how do you know if your email strategy is effective? And how does it compare to other companies in your industry?
Two recent reports - the PoliteMail 2024 Internal Email Benchmark Report and ContactMonkey's Internal Email Benchmark Report 2024 - offer valuable insights into the state of internal email communications.
Let's dive into the key takeaways that can help you refine your strategy and boost employee engagement.
Overall Email Metrics
First, let's look at some overall metrics across industries:
Average Open Rate: 68-69%
Average Click Rate: 10%
Average Click-to-Open Rate: 14%
Device Usage: 86% Desktop, 14% Mobile
These numbers give you a baseline to compare your own metrics against. If you're significantly below these averages, it may be time to reassess your strategy.
Industry-Specific Insights
Both reports break down metrics by industry, revealing some interesting trends:
Financial Services and Insurance industries tend to have higher open rates (75-77%) and click rates (13-15%).
Media & Entertainment and Food & Beverage industries have lower open rates (57-61%) and click rates (8%).
Technology companies see high open rates (71%) but lower click rates (8%).
Understanding where your industry stands can help you set realistic goals and identify areas for improvement.
Best Practices for Improving Email Engagement
Based on the insights from these reports, here are some best practices to consider:
1. Optimize Sending Times
Both reports emphasize the importance of timing. Each industry has different optimal sending times, but some general trends emerge:
Early morning (8-10 AM) and early afternoon (1-3 PM) tend to be effective across industries.
For some industries, later evening times (6-8 PM) can also be effective.
Action item: Experiment with different sending times and track your metrics to find what works best for your organization.
2. Craft Compelling Subject Lines
Your subject line is crucial for driving open rates. Some tips:
Keep it short (around 42 characters) to avoid truncation on mobile devices.
Use personalization (e.g., including the recipient's name) to increase open rates by up to 26%.
Create a sense of urgency when appropriate.
Consider using emojis - they can increase open rates by up to 29% for some organizations.
3. Design for Readability and Mobile
With 14% of emails being opened on mobile devices (and higher in some industries), mobile-friendly design is crucial:
Use a responsive design that adapts to different screen sizes.
Keep body font sizes at 14-16pt for mobile readability.
Use a clear hierarchy of information with important elements near the top.
Consider using Z or F-shaped layouts to guide the reader's eye.
Conclusion
While these benchmarks and best practices provide valuable insights, the reports emphasize that there's no one-size-fits-all solution in internal communications. The key to success lies in continuous improvement and data-driven decision-making. By leveraging analytics, segmenting your audience, encouraging two-way communication, and embracing technological tools, you can refine your email strategy to better engage your specific workforce and refine your internal communications plan.
Effective internal email communication is an ongoing process of testing, learning, and adapting. Use these benchmarks as a starting point, but let your own data and employee feedback guide your strategy.