Over 15 years ago, I was sending out all employee e-mail blasts using Outlook. It’s now 2016 and guess what application I’m using to send out e-mail blasts? That’s right. Outlook.
Very few companies have the ability to invest in an enterprise-wide communications system that allows for targeted messaging and also analytics. In my career, I’ve only worked for one such company and it was a “home-grown” (but effective) system. And, as a result, one of the longest suffering issues any internal communications organization faces is the ability to measure the effectiveness of its e-mail campaigns.