How focusing on DEX can improve list segmentation

All good communicators know the key to ensuring their message gets received lies in understanding their audience. No two are exactly alike. Giving a toast at a wedding isn’t the same as reminiscing with old friends at the bar — which is different from presenting a new plan to the boss.

For internal communicators working in a corporate setting, discrete target audiences are built and maintained through list segmentation. The more well-defined the group — whether it consists of new recruits or a specific department within the company — the more likely its members are to receive information relevant to them. The end result: higher open rates and enhanced employee engagement.

To help sharpen employee distribution lists even more, internal communicators should begin incorporating the digital employee experience, also known as DEX, into their strategy playbook.

What is DEX?

Simply put, DEX encompasses all the ways employees use technology to perform their duties at work. This includes everything from laptops and mobile phones to messaging apps and project management tools.

Although a somewhat new term, DEX is bound to become more crucial in the years ahead. A recent survey of 800 global executives from McKinsey, for instance, found 85% had either somewhat or greatly accelerated the adoption of digital technology at their organization to improve how employees communicate and collaborate with each other. Examples include videoconferencing and filesharing services.

Similar to how good customer experience (CX) can help drive sales and boost a brand’s reputation, a healthy DEX can increase productivity and heighten workplace satisfaction.

Gartner® research described the current state of DEX as follows: “Today’s work environment requires end-user service leaders to use a broad range of factors to determine which devices and applications employees need to do their jobs. Historically, IT organizations would create a broad set of worker categories based on their roles or departments. Now, employees expect a more personalized digital experience, and meeting these expectations is becoming integral to attract and retain talent.”

How to improve list segmentation with DEX

As noted above, internal communicators must constantly work to keep their email lists organized and up to date. Employees come and go. Companies move staff onto new teams or relocate them to new cities. This creates a denominator problem whereby the exaggerated list size reduces the open rate.

Another avenue to consider in creating more targeted lists is DEX. Rather than grouping employees by tenure or seniority, internal communicators should focus on their interaction with company technology and day-to-day requirements, regardless of demographics.

One practical way to get started is by defining different work style segments. Does the employee work behind a desk or on the factory floor? Are they mainly interacting with customers in a retail setting or other employees in an office? What does their working environment look like?

Indeed, according to research from Gartner®, “By categorizing based on work styles instead of roles, segments are simplified by grouping role types with common needs.”

The next step is to create different employee personas. How would you rate their technical skills and access to digital tools? What are their goals and roadblocks to achieving them? These details add more nuance and specificity to an employee’s work style, further honing the potential to email target audiences. In some situations, a company’s HR or IT department may already have this information, preventing the need for internal communicators to start from scratch. Persona creation can help different departments establish a partnership that ensures lists stay relevant and targeted for a better employee experience.

With all the data in hand, the final step involves creating a one-page profile for each employee, highlighting the key areas relevant for list segmentation. Reduce everything to its most essential components, keeping the emphasis on DEX characteristics.

Classifying employees along these lines, as opposed to more traditional approaches, can unlock more refined audiences that will make internal communication efforts more efficient and effective. This project is an ongoing process, not a one-time effort. The personas will evolve as each organization’s digital workplace matures, so it’s essential to consistently monitor and update them as needed. Using benchmarking and A/B testing can provide the necessary data to evaluate if your list targeting is successful.

Since so much of successful communication comes down to the sender having a clear understanding of the receiver, it’s critical for internal communicators to continue experimenting with how they define their various email groups. As digital technology continues to play a bigger role in today’s business landscape, it’s important to view employees through that lens.