Email’s the top internal channel. So why aren’t people measuring it?
A PoliteMail/Ragan survey shows that email outranks the intranet and supervisor meetings in its importance internally—but it isn’t the most measured.
Mimi Garrity Denman’s email measurement woes are shared by nearly everybody she talks to in corporate communications.
“They would like to measure email,” says Garrity Denman, the director of employee communications at RMS, a catastrophe risk modeling company, “but they have a problem internally that prevents them from doing that.”
Email leads all other channels in importance to both communicators and employees. Yet because of roadblocks that range from technology to competing priorities, organizations are far more likely to measure intranets and websites, according to an Internet survey by PoliteMail and Ragan Communications.
The Internet survey polled 776 respondents from organizations of all sizes worldwide, with titles ranging from internal writer at a major publishing firm to external affairs executives.
Although 29 percent of respondents most often measure websites and 28 percent measure intranets most extensively, only 11 percent of communicators measure email extensively.
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