"Outside-the-box" thinking: how the communication paradigm is changing

An anonymous ancient writer once said that words are the most powerful weapons we have.

He was right: words carry sounds, evoke images, foreshadow scenarios, and make dreams come true.

Internal communication is the channel through which we disseminate our messages within the various organizational structures—a fundamental step in informing, engaging, and raising awareness, thereby transforming everyday life in companies into actions, activities, and meaning.

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However, today we are facing an abyss of indifference and disengagement regarding the ways in which communication is crafted and distributed (we will look at some important data on this subject below). Yet there is a vast treasure trove of value—one that must be protected—in the various forms of content, which, for the most part, is completely ignored and therefore fails to have the impact on people that it deserves.

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We track CTR and engagement metrics that, on average, do not exceed 5%, and when put into context, this means that more than 9 out of 10 people know literally nothing about what is being communicated.

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Perhaps those responsible for internal communication today are expected to play a different role: the ability to reach each person in a personalized way, and the effort to find the right time and the right words to do so. We need to reverse this trend. In other words, the paradigm of communication has shifted: it is the information that must reach the individual directly, not the other way around.

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Here, we would like to highlight three areas where we can focus our efforts to improve the impact and effectiveness of our internal communication:

1. Deliverability: Messages should not go unnoticed; on the contrary, they should capture attention in a lighthearted and entertaining way, so that everyone is truly engaged—and ideally with a high level of personalization. No one should be left out or on the sidelines when it comes to internal corporate communication;

2. Engagement: Communications must capture people’s interest, surprise them, and engage them—ideally by reaching them at the right time and in the right place, and by fostering a two-way relationship rather than a one-way dynamic;

3. Measurement: It is no longer just a matter of individual CTR; rather, it involves setting and evaluating goals to coordinate channels, tools, and timing within a broader context, where it is then possible to understand the actual impact of a message and decide how to generate positive spillover effects.

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Today, the key to effective communication is to amplify and make something linear exponential; therefore, for effective internal communication, it is necessary to reach everyone with the information they need most, in a personalized way, and then measure its effectiveness.

It's impossible to do this using traditional tools, such as email!

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Your emails are being ignored: the data proves it.

Not only do you get the distinct impression that the emails you send to your teams or all your staff always end up in the “unread” pile, but you’re also increasingly realizing that those internal communication messages go completely and permanently unnoticed—does this sound familiar? I’m sorry, but your instincts are spot on—that’s exactly how it is, and the data backs it up.

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Through our research, we were able to analyze a very large sample of over 300,000 users at Italian companies, using actual M365 usage data.

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What do the results show?

First of all, every day, 28% of emails are completely ignored—that is, not only is there no interaction whatsoever, but they are not even opened or read. Furthermore, we have found that the larger the number of recipients of a message (direct email marketing, email), the higher the percentage that is ignored.

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Do you want to increase the impact and effectiveness of your communications?

So what can you do to make sure your messages aren't ignored?

Thanks to an in-depth analysis, monitoring, and examination of people’s most common habits and behaviors related to this specific need, we have redesigned and developed a viable and interesting solution: a digital platform (SaaS and white-label) that allows you to operate with complete autonomy—in terms of content creation and style — to reach every one of your target audiences“outside the box”(literally not just outside the box but also outside any repository) with contextual and personalized messages that not only capture attention but also encourage (in technical terms, this is called “nudge-tech”) users to take action and engage in activities.

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It’s not fantasy or a parallel universe—it’s much simpler, more accessible, and more sustainable: with hi platform, communications and information reach people directly (without requiring any clicks or extra steps) at the most appropriate time (you decide this as the editor, or the recipient does) and with an adoption rate (since you don’t have to open anything) and response rate to calls to action that stands at well over 50% (10 times as much!).

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I like it when innovation is social—not in the most common sense of the term, but in the sense of social impact (that is, relational impact) that brings about positive change in people’s (professional) lives. For communicators, this means finally making the reach of their creative efforts exponential; for the audience, it means empowering them to take that extra step toward knowledge and participation in a world of beautiful things.

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