Managing internal communications for an international organization is always a unique challenge, and no one knows this better than Melanie Dunkley and Sarah Roushanzamir, who work as part of the internal communicators team at Save the Children International, sending communications to more than 14,000 employees worldwide.
Teams based out of Save the Children International’s office in the UK (which also supports programs worldwide) send a variety of newsletters and bulletins to employees in around 120 countries.
With the majority of employees in regional and country offices across the world, the primary challenge with managing communications from a central location has always been sending emails to large numbers of employees without sufficient feedback on engagement. Particularly, not knowing how opens and clicks vary by region and country, and the difficulty of knowing what types of content were effective and relevant to each region.
Interested in a cost-effective way to get real-time metrics on the effectiveness of key internal emails, Save the Children International began using Bananatag to track a number of their weekly and monthly newsletters, as well as email updates form their CEO and senior leadership team.
Integrating directly with Outlook, their existing email client, Sarah and Melanie introduced Bananatag to a number of teams who are responsible for sending out regular internal communications and they immediately began tracking key internal emails. With their global distribution lists already defined, they only needed to install the Outlook plugin to enable them to track their internal emails with one click, right from Outlook’s compose window.
“Trialing Bananatag with a few teams was a good way of evaluating the software, enabling us to bring colleagues on board to show them how easy it was to use“, says Melanie. She added that it was extremely useful for the internal communications team to monitor and have overall responsibility for setting up sub-accounts.
With real-time data on which emails employees are opening and which of the links in their internal emails are getting the most clicks, Melanie, Sarah and their colleagues in other teams are beginning to get a clear idea of what types of content their colleagues are most interested in.
Teams will be using the metrics to set baselines based on current engagement, set future targets and develop further opportunities to improve engagement in specific countries.
“Colleagues have already been using the analytics provided to make decisions about the frequency and types of email bulletins we send“, says Melanie. “One team decided to reduce the frequency of their bulletin from three times per week to once a week — focusing on the content which was most in demand.“
Bananatag’s metrics on mobile open rates also means that the team is in a better position to understand how employees using phones and tablets are interacting with their emails which often link to resources on their global intranet.
The direct work that Save the Children does to help children affected by crisis or those who need better healthcare, education and protection is often very difficult. Communicating their overall success plays a bit part in keeping their teams motivated. Their employees are passionate about their cause, and regularly contribute to the content that is shared internally.
“Using Bananatag, we’re able to recognize staff members’ efforts when they write good content or share photos, and it’s rewarding to be able to say to those people that their work is being seen and appreciated by thousands of staff members around the world.” says Sarah.
By introducing Bananatag, the organization is better able to understand the specific information employees find useful and motivating to keep doing the amazing work that they do. Bananatag is helping Save the Children International understand and improve the effectiveness of their employee communications through the internal newsletters and bulletins that they track and send.