Your internal newsletter is ready, and you were thinking about sending
it from your usual mailbox?
Here are 5 reasons to use a dedicated newsletter tool instead.
Once you have defined the content you wish to communicate about internally, and the structure of your newsletter, you now need to create it and sen dit. For this, the first thing that often comes to mind is to use the usual emailing system of the company like Outlook or Gmail.
But it is important to know here that those tools are not designed for that type of usage. Of course, nothing prevents you from using it that way. You use your mailbox daily, you know how it works, all your contacts are there already… But your task may prove more difficult than
expected if it is not a tool dedicated to newsletters.
1- A dedicated solution will improve the graphic look of your newsletter
The attractivity of a newsletter depends a lot on how it looks like. You have spent a lot of time to create a template, choose content, photos and videos… But it is possible that the layout you have spent ages to create may not be supported by your emailing service.
For example, Outlook will clean the coding of your emails, and that may affect some aspects like
– Images : they will not appear automatically if the recipients are not in your contact list already
– The alignment : the blocs can move around, their size can also change
– The spacing: some versions of Outlook ignore the spaces between texts and images, some add extra spaces
– Some GIFs wont work, some buttons and other designs will change, etc
Therefore, you can never be certain of how your internal newsletter will look like when it will land in your recipients’ mailboxes.
Do note here that all those comments are less relevant for Gmail, as it sticks better to the expected HTML code
A dedicated newsletter tool, however, will allow you to protect your exact lay out, whatever emailing system your recipients use… and whatever device they use! Keep in mind that a newsletter created on Outlook will probably not be responsive, whereas more and more of the
employees read their emails on their smartphone.
2- Maintain the reputation of the internal communication
This sentence may seem a bit excessive, but it is not. Even if this starts to change (being in lock down during Covid-19 showed the added value of internal communication in many companies), this field is still not always fully recognized.
All the employees receive marketing newsletters on a regular basis in their personal lives. They will therefore compare the internal newsletter to it, whether they are aware of it or not. If they receive an email with a broken lay out, this will not work towards them thinking the communication team is really professional.
Using a tool that is dedicated to internal newsletters will allow you to keep the visual you wanted, adjust your messages very precisely, and even personalize every email that is sent out.
3) Make your contact lists easier to manage with a newsletter software
When you are dealing with an internal newsletter, you also have mailing lists to manage. The internal newsletter usually has several versions depending on the targeted audience.
You always have the option of course to create mailing lists within your own contact folder, but that means you will have to manage and update them by hand. That can prove to be challenging when you send your newsletters to large groups of people.
Some communication managers chose to work with mailing lists saved in Word docs, but here as well, over a few dozens of recipients it can become a nightmare to manage.
On the contrary, a newsletter software will enable you to have a dedicated contact folder with different group segmentations.
4) A newsletter tool to schedule sendings
As an internal communication professional, creating a newsletter is often one task among many others. It is therefore useful to optimize it so it does waste too much time.
The usual mailboxes usually don’t have any feature allowing you to schedule an email. You would therefore need to allocate some time to sending your email at the right timing, without making any mistake in your recipient groups, not forgetting to send it in Bcc (hiding reciptients)… All those aspects are much easier to manage when using a newsletter software.
You will also have the great advantage to be able to send your newsletter to a large group of people in one go, where Gmail for instance, limits your daily sendings to 500.
5) Track your performance indicators
Maybe above all aspects, your usual mailbox do not allow you to know the popularity or the efficiency of your internal newsletter. However, if you want to ensure the success of this communication tool, you will need to know:
· Its bounce rate
· Its open rate
· Its number of clicks
All those indicators are necessary if you want to be able to adjust your newsletter according to the expectations of your internal audiences.
A newsletter software… But which one?
If you are now convinced, you only need to choose the newsletter provider that suits your needs. We have actually written an article on this specific topic.
Madmagz Com’in also offers a newsletter tool that is specifically thought for the internal usage, so do not hesitate to contact our teams if you wish to have more info!
And if your IT department keeps insisting on you using Outlook for safety reasons, we hope that all those elements above will help you to change their minds!