In the business world, we normally have 2 different types of clients: external and internal . It is precisely in the latter where marketing strategies have a greater area of opportunity in companies.
The devalued internal marketing
Within a company, marketing is still somewhat misunderstood (yes, even today): many companies only employ one-way communication processes by the HR or sales departments.
However, "internal marketing" is more than a weekly newsletter or a press release ; it is about using fundamental tools and techniques so that the organization can position and activate an idea, message or product among its collaborators.
According to Carlos Fernández de Collado , author and writer controlling directors email list of several books on the subject of organizational/internal communication, there are 4 major needs of employees regarding the communication that is generated in an internal environment within their company .
These 4 needs are defined as:
The need for information (to know what happens on a day-to-day basis, with the operational process and decisions)
The need for identity (knowing the company's values and objectives and feeling aligned with them)
The need for integrity (identifying one's position in relation to the company, its processes and tasks)
The need for image (formulating a perception about the brand or company, and feeling satisfied with it).
It is precisely in these 4 needs where email marketing can help act as an amalgam between the rest of the processes and efforts of internal communication and marketing, because if used, the department or person who creates these campaigns has a great advantage: they know (potentially) the entire universe of collaborators - obviously, those who use email - so the design of the email campaign becomes simpler and more synchronized with the way the organization operates and communicates .
Email marketing to the rescue
With all this in mind, we share with you 4 simple but effective ways to use email marketing as a communication and internal marketing tool:
As a feed of the most important news : to respond to information needs, you can issue a small newsletter with the most important news of the day or week.
As a trigger for feelings and emotions : to respond to identity needs, you can structure an email with an interesting or inspiring story from the company (storytelling) that will elevate the “feeling” of your collaborators.
As a reminder of important documents and links : To meet the needs of integrity, an informative email will serve to have at hand and save as important the workflows, documents or processes of the company.
As a feedback driver : To meet image needs, an interactive email campaign can help you gather general feedback, using email as a node to an online survey.
