Realistically, customer-facing communications are required to exhibit wide-ranging enthusiasm: for the business, for the products and services, and for customer activities. You must be on your best behaviour, radiating positivity and laying out a rosy picture of the future.
What of internal communications, though? Naturally, there’s no such drive to be promotional — everyone involved is already committed to the business (professionally, at least), and doesn’t need to be sold on it. But that doesn’t mean there’s no benefit to being promotional.
Now, you can get quite far with everyday supportive snippets, and something like Slack is great for those — you can give a quick thumbs-up to an idea, share a cheery GIF, and carry on with your day — but there’s great value in longer-form communications, and email is the champion when it comes to going into detail. To that end, here’s why you should try treating your internal emails as marketing emails:
It will help you retain staff
It’s somewhat tricky to forge a remarkable team with a high rate of employee turnover. Just when your investment in someone is starting to pay off, they leave for greener pastures, and you’re sent back to square one. There are many reasons why staff members can feel driven to leave, and one of them is a lack of personal investment in the business.
After all, while it’s usually enough to have your income riding on the performance of your business, you’re more inclined to stick around if you feel a sense of attachment — if you’re on board with the company’s mission and spirit. That way, your everyday workload can seem less like a matter of bland utility and more like playing a vital part in a community effort.
When you use your internal emails to joyfully promote what’s going on in your business, highlighting great performance and demonstrating personality instead of indifferently reciting stats, you can establish a greater sense of team spirit. It’s about showing your employees that you don’t take their loyalty and dedication for granted — you want them to know that you’re doing your best to earn their continuing dedication by selling their jobs to them.
It’s good copywriting practice
Improving your general marketing emails by 10% can mean a healthy boost in your overall performance, so anything you can do to get better at writing marketing copy without spending much money is going to be worth the invested time. Once you’ve finished creative ideation, and learned how to write marketing emails, why not use your internal emails to test new tactics?
Provided you maintain a healthy working environment that encourages constructive criticism, getting some pointed feedback from your team about the efficacy of your promotional methods is going to prove valuable. The larger the business, and the more fragmented the departments, the greater the effect will be.
Consider that marketing teams and manufacturing teams don’t always communicate as closely as they should, a problem that can lead to major promotional mishaps. By using your internal emails to meta-promote (promote your promotional copy), you can identify glaring issues (e.g. “the feature you mention doesn’t actually exist”) before committing to your content.
Enthusiasm starts at the top
Very commonly, the people in an organization who deal with customers — encouraging them to buy, listening to their concerns, and fulfilling their requests — are somewhat removed from the managerial tier. And while it’s entirely possible for those people to capably feign enthusiasm about the business, it’s far from ideal. It only takes one day for tempers to fray and snippets of honest cynicism to enter the equation.
That type of cynicism often stems from a lack of interest on the part of management. Factor in the basic disparity of low-level employees being expected to be passionate about the business at all times while their bosses can appear wholly disinterested. Those at the top know more than anyone else about where the business is going, make more money, and have more power — if they’re not excited about the future, why should anyone else be?
Think of each internal email (each update, and each newsletter) as an opportunity to show everyone how emotionally invested you are in the company. Paint your company in the best possible light, and display so much commitment that anyone reading your words will feel inspired to redouble their efforts.
Treating your internal emails as marketing material is a great way to sharpen your copywriting skills, reaffirm company commitments, and provide the high-level enthusiasm that will trickle down to your customers. Give it a try!April 04, 2019
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